GOLD
Title: NSPCC
Agency: Saatchi & Saatchi Author: Jane Almeny
Creative Director: Dave Droga
Art Director: Anthony Nelson
Copywriter: Mike Sutherland
Client: NSPCC
Product: Full Stop campaign
Planning hit on a key insight with this campaign, which was that people
find it easier to understand the difficulties of being a parent than
understanding child cruelty. In research by Saatchi & Saatchi, planning
found out that many parents who were frustrated with their children and
who felt guilty about that frustration could understand how child
cruelty happens, but had never crossed the line themselves. The many
references made to "the line" during this research led to the creative
idea: "Before you cross that line stop. Full Stop."
