The NSPCC is launching a new direct response TV ad – created by marketing agency RAPP - in a bid to recruit more regular donors.
The 60 second ad features Chrissie Hynde and The Pretenders’ haunting “I’ll Stand by You” as the backdrop.
Shot in super slow mo, as the lyrics unfold we see a series of children and a series of harrowing questions posed:
How can Emma fight off her uncle?
How can Jack take another beating from his mother?
How can Danny survive on his own again?
As we see more children the song builds and the caption: “Enough is enough” appears followed by the call to action: Please give just £2 a month to the NSPCC Please call 0800 408 1669 Because children need you…to stand by them
A voiceover then reinforces the message, urging viewers to phone the number and give £2 a month. The end shot also offers response through the NSPCC website or by texting STAND to 65599.
The ad will air on both terrestrial and non-terrestrial channels.
Commenting on the campaign, Mike Flynn, Head of Direct Donor Marketing at NSPCC says: “The ad highlights core problems such as sexual and physical abuse and neglect and gives viewers a way of helping us put a stop to it. We’re confident the ad will resonate, generate more regular donations and thus allow us to help more children at risk or suffering.”