Agency: Saatchi & Saatchi
A new campaign from the NSPCC has broken encouraging individuals to mobilise and play their part in ending cruelty with a “click”
The multi-platform campaign aims to demonstrate how individual actions can, and do contribute to ending abuse and calls on the public to join in taking action against child abuse.
The campaign, the latest drive in the NSPCC’s ‘Full Stop’ Campaign, includes compelling TV and print executions from Saatchi & Saatchi. Sixty, thirty and ten second versions of the TV ad will run during the four-week campaign.
According to research commissioned by the NSPCC in March 2007 whilst 84 per cent of people asked said they were willing to take action to prevent cruelty to children, nearly half of people questioned for the research said they didn’t know what to do to prevent cruelty to children from occurring.
The NSPCC campaign illustrates simple actions people can take to contribute to ending child cruelty. The TV campaign encourages people to visit bethefullstop.com to find out more about how they can get involved.
Once on the site, visitors can commit to a number of “deeds” which include signing a petition, joining a local campaign or making a donation. People can also get information on how they can help end cruelty to children as individuals, with a group or as part of an organisation.
The ‘click’ theme is continued in the print campaign, which focuses on four key areas around the UK – Newcastle, Sheffield, Crawley and Bristol – to complement the NSPCC launching locally-targeted campaigns for the first time in these areas.
Director of Communications, NSPCC, John Grounds, said, “It is vital we all play a part in ending child abuse. There are very simple steps we can all take, whether as individuals or collectively.
“The campaign this autumn will demonstrate how our individual actions can, and do contribute to ending cruelty to children.”
Executive creative director, Saatchi & Saatchi, Kate Stanners, said, “Overwhelmingly, people want to take action to end child abuse, but some just don’t know how they can get involved.
“This campaign shows that we can all be part of the solution starting with just a ‘click’.”