The NSPCC is launching a new TV ad for its ChildLine service that aims to increase the number of regular donors by letting viewers hear what a child’s call to a counsellor is like. The 60 second ad, created by RAPP, uses material based on real calls.
Viewers hear the child and the counsellor and their voices are tracked by sound waves, highlighting the fear and stress of the child while demonstrating the calmness of the counsellor whose voice tracks the child, never leaving her alone.
The call is from a girl whose father has started hitting her, to the point that she is not allowed to go to school because she has a bruised eye.
The aim of the ad is to highlight the need for further resource to fund the helpline with the end line: “Help us make sure every cry for help is heard.”
The ad urges views to donate £2 a month with response via a freefone number – 0800 408 1660 – or by texting BRAVE to 65599.
The 60 second ad, with a ten second cut down, will initially run until the end of July across both terrestrial and non-terrestrial channels.
Media planning and buying is through RAPP Media. Commenting on the new campaign, Mike Flynn at NSPCC says: “This is the first time we have used a constructed example of a child’s call to ChildLine and we feel it is very powerful, bringing the viewer close to what the child is experiencing and how the NSPCC are there to help them.”