Children's charity launches first TV ad campaign

LONDON - Action for Children today launches its first ad campaign as it sees in its 140th anniversary.

A TV spot, called Dan, has been created by its brand agency Baby Creative and will be supported by online and print.

The ad features Dan, a young boy with autism, as he reflects on the way Action for Children has impacted on his life.

Dan’s story is told through a series of child-like doodles portraying a young boy trapped within a monstrous character. With AFC’s help, we see Dan rid himself of the monster and transform into a happier child.

The end line for the ad: ‘As long as it takes’ communicates the charity’s ethos of supporting each child until they’ve achieved their goal.

Polly Neate, executive director of public affairs and communications, said: We deliberately avoid the more traditional charity methods of playing on guilt or shock.

In all our work and now our advertising, the focus is on positive outcomes for the most vulnerable children.

New Zealand director, Dan Sumich, a name now synonymous with the Adidas ‘Impossible is Nothing’ campaign featuring David Beckham, created the adverts.


Action for Children
Project name
As long as it takes
Bring to life the transformational work that Action for Children does
Creative agency
Baby Creative
Creative directors
Steve Grime & Fabrice Ward
Art directors
Steve Grime & Fabrice Ward
Agency producer
Julie Anderson
Media agency
John Ayling & Associates
Production company
Passion Pictures
Dan Sumich
Prime Focus
Music & Sound Design
Radium Audio Ltd
Erika Forzy & Debbie Crosscup

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