Childline appoints Delaney Fletcher to create cinema ads

The children’s charity, Childline, has appointed Delaney Fletcher Bozell to create a cinema campaign as part of a drive to raise awareness in the face of the NSPCC’s heavyweight ’full stop’ advertising.

The children’s charity, Childline, has appointed Delaney Fletcher

Bozell to create a cinema campaign as part of a drive to raise awareness

in the face of the NSPCC’s heavyweight ’full stop’ advertising.



It is the first time that the charity, which offers a non-interventional

counselling service to children, has appointed an agency.



Delaney Fletcher contacted Childline with an advertising idea and was

handed the account without a competitive pitch.



Paul Cowan, marketing director of Delaney Fletcher, said the aim of the

advertising will be to raise adult awareness of the charity and boost

donations. He said: ’Kids are aware of Childline, but it’s further down

on adults’ shopping lists in terms of donations. It needs money to run

the helplines.’



The cinema campaign is expected to break in the run-up to Christmas, and

TV work is also being discussed. Media will be bought by Bozell’s UK

media outfit, BJK&E.



Cowan said the advertising will not confront adults with heart-rending

images: ’We are trying to play on the audience’s imagination and with

their intellect. We want to make them think about child abuse rather

than confront them with over-emotional images. It is easy to go so

wildly over the top that people don’t tune in to the ad.’



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