NSPCC 'childline' by Rapp

The NSPCC is launching a new TV ad for its ChildLine service that aims to increase the number of regular donors.

The 60-second ad, created by Rapp, features a child's call to a counsellor and is based on real calls.

Viewers hear the conversation between child and counsellor while their voices are tracked by sound waves, highlighting the fear and stress of the child and the calmness of the counsellor.