Campaign Media Awards 2006: Best Public Sector and Charities Campaign

Title: NSPCC - Don't Hide It
Media agency: Zed Media
Media director: Patrick Affleck
Account director/media planner: Rian Shah
Creative agency: DNA
Client: NSPCC
Brand/product: NSPCC
Marketing director: Stephanie Hughes

The NSPCC wanted to run a campaign aimed at encouraging 11- to 16-year-olds to talk about sexual abuse, but traditional media channels were unsuitable because of the lack of privacy. Zed chose three vehicles where consistent dialogue could take place: MyKindaPlace; Habbo Hotel; and the social networking site Bebo, while television, radio and magazines provided back-up. So far the campaign has generated more than 730,000 visits to the homepage, 200 per cent above target, with the overall click-through rate at 1.08 per cent.