NSPCC 'birthday card' by Kitcatt Nohr Alexander Shaw

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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.

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Released: 23 November 2005

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Credits

Project name
NSPCC birthday card and invite
Client
Clare Blackwell, NSPCC fundraising manager
Brief
Encourage potential new donors to donate money to the NSPCC to help fund members of their Therapeutic team or Specialist Investigation Service team, who work to rehabilitate child abuse victims or convict paedophiles.
Creative agency
Kitcatt Nohr Alexander Shaw
Writer
Ben Golik
Art director
Phil Wyatt
Planner
Phil Cragg
Designer
Bryan Riddle
Exposure
Packs to 150,000 affluent professionals/women; 300,000 press inserts national press and women's monthly magazines

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