Campaign YouTube, Thursday, 19 April 2012 04:26PM
Martin Bailie, executive planning director, Glue Isobar
Why I like this
The brief was a simple insight that needed addressing: half of people contacting the NSPCC have suspected something might be wrong with a child for more than a month. The ad's message is: "It could be nothing, but it could be something. Don't wait until you're certain." I think it's an excellent call to action.
The film itself is effective. I don't think it's a classic piece - there are some odd lines of copy. But the take-up online has been consistent - reaching 300,000 views in less than a month. It's solid and will keep growing, so well done, the NSPCC.
Wish I'd thought of
The call to action is so effective because it's based on a solid psychological insight. The issue is why people who witness something don't speak out immediately. There is a code of respect that governs us - that we shouldn't be quick to snitch on neighbours, that we shouldn't judge too quickly. This line cuts straight through the "benefit of the doubt" internal debate that stops people acting on their first instinct that something might be wrong. Quality thinking.
This article was first published on Campaign YouTube