GALLERY 26: Most Talked About - NSPCC

Another hard-hitting NSPCC campaign but unlike its predecessor, it's probably one more parents can identify with.

The incessant screaming of a baby is definitely painful and the continual demands of the toddler seem over-dramatised. That is, until it's revealed that "a normal toddler makes over 100 demands a day". Rather than seeing potential child abusers as monsters, this campaign adopts a more empathic stance which aims to make the charity more approachable.

Client/Title: NSPCC/'Demands', 'Decibels'

Agency: Saatchi & Saatchi

80 Charlotte St

London W1A 1AQ

UK

T: +44 20 7636 5060

F: +44 20 7637 8489

Creative Director: David Droga

Agency Producer: Mark Hanrahan

Art Director: Duncan Marshall

Writer: Mike Sutherland

Production company: Outsider

2nd Floor

41-42 Foley Street

London W1P 7LD

UK

T: +44 20 7636 6666

F: +44 20 7323 0242

email: anyone@outsider.tv

Director: Paul Gay

Producer: Jason Kemp

Director of Photography: Ben Seresin

Post-production company: The Mill

40-41 Gt Marlborough St

London W1F 7JQ

UK

T: +44 20 7287 4041

F: +44 20 7734 8315

email: emmas@mill.co.uk

Editor: Paul Watts; The Quarry

Flame Artist: Barnsley

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