THE APG CREATIVE PLANNING AWARDS 2001: Special Award - Best Consumer Insight - Sponsored by Wardle McLean Strategic Research Consultancy


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."

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