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Action for Children ‘Emily’ advert

Agency: Baby Creative

Client: Action for Children

Action for Children, the leading children’s charity in the UK, is following up its first brand activity launched last year with a new animated TV advert - ‘Emily’.

Created by Baby Creative, the 30-second execution brings to life the transformational work that Action for Children does.

As part of Action for Children’s ongoing ‘Neglect’ appeal, which seeks to raise £17m over the next three years, the advert continues the charity’s strategy of telling the story of transformation through a real child’s testimony.

The visuals are of a miniature toy child alone in the city at night; Emily is shrunk to the size of a matchstick and wandering the dark, dangerous streets, clutching her teddy, and going unnoticed.

Describing her childhood, Emily emotively talks about the neglect that she experienced, and the damaging psychological impact this had, growing up in a filthy house, with no meals at meal time and a bath just once a fortnight if she was lucky.

The ad was directed by Dan Sumich and produced using unique 3D model-making techniques and stop-frame animation.  The story of neglect is told by a child who experienced neglect in the past and has been supported by Action for Children.

The advert continues the position created for the brand last year highlighting the charity’s long-term approach to working with children and showing the positive outcome that can be achieved through being there for children for as long as it takes. 

There will also be outdoor activity running around the campaign, and the charity has also employed guerrilla marketing tactics for the first time.

Small cardboard cut-out Emilys were strategically placed in key landmark areas, with a URL on the arm of the cut-out directing people to, where the ad can be viewed.  People can also show their support through the Action for Children website and social media sites such as Facebook and Twitter.

“For this second phase of our neglect appeal it’s exciting to be using guerrilla marketing tactics – a first for Action for Children – and it’s great to see the public engage with us,” said Action for Children’s Executive Director of External Relations and Communications, Polly Neate.

“With people posting pictures of Emily on social networking sites, our appeal is now truly interactive, with the public engaging directly with Emily’s story, wider issues of neglect, and Action for Children’s calls for change.”

Media planning and buying was through John Ayling & Associates.

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