A child's birthday card and party invitation are the devices that Kitcatt Nohr Alexander Shaw has come up with to launch a new fundraising campaign for the NSPCC. The card, which appears to be for a normal young boy, is opened to reveal a disturbing message. "Jamie's abuser never forgot his birthday," it says, explaining how Jamie's abuser collected details, like birthdays, and hobbies in his diary, to help him get close to his victims. The birthday invitation is from Scott, an abused child who after treatment from the NSPCC is able to have his first birthday party. Recipients are asked to fill in the mailing's donation form. The campaign consists of direct mail and press inserts.