The NSPCC is reinforcing the importance of giving in the Christmas period with a direct mail campaign focusing on the work the charity is doing with midwives, new parents and vulnerable mums under 25.
Created by Watson Phillips Norman, the push targets regular donors for one-off cash payments, and supplements a year-round mail programme.
Creative focuses on the compelling imagery and facts about children under the age of one, both of which are handled in a sensitive but arresting way.
NSPCC fundraising manager, retention, Charley Day said: “The role of the Christmas mailing is to solicit a one-off cash donation from the NSPCC’s donors who have been regularly giving between £2 and £10 a month.
“As regular donors, we know that children’s welfare is very close to their hearts so needed to create a compelling pack with an emotive message to encourage them to make an additional donation at Christmas time. Every donation we receive helps us to protect more vulnerable children, and so we hope that this pack will capitalise on the season of goodwill and giving and raise a significant amount of money.”
WPN strategy partner Gail Cookson added: “Many of the previous packs have tackled the issues of physical abuse and neglect – but we wanted to try a different tack to engage the audience.
“To coincide with the NSPCC’s recently launched All Babies Count campaign, we chose the incredibly emotive area of ‘children under the age of one’ – a fact like ‘Children under one are more likely to die from abuse than any other age group’ was just too powerful to ignore. The NSPCC needs as many donations as possible to continue its vital work, and we want to use the most effective creative to drive response.”
