NSPCC hands creative account to Leo Burnett

NSPCC, the child protection charity, has appointed Leo Burnett as its creative agency ahead of a major campaign it will launch this autumn.

NSPCC: 'the underwear rule' by FCB Inferno
NSPCC: 'the underwear rule' by FCB Inferno

The agency’s specialist social change agency Leo Burnett Change won the account following a four-way pitch that included Grey, Now and Ogilvy Mather. Campaign revealed the pitch had kicked off in April.

FCB Inferno had been the incumbent on the account since 2012. It did not re-pitch for the business.

Ali Jeremy, the director of communications at the NSPCC said: "Four agencies were involved in the pitch process and we were incredibly impressed by all of them. It was a difficult decision, but we’re pleased to announce that Leo Burnett Change has been appointed as the NSPCC’s new creative partner.

"We have a major campaign planned for the autumn and are very much looking forward to working together on this and future projects."

One of FCB Inferno’s most recent pieces of work for the NSPCC was an online film called "the underwear rule". It showed children talking about the amusing nicknames they give their private parts as a means of discussing what constitutes abuse.

The charity has worked with other agencies including Saatchi & Saatchi and TBWA\London in the past.

In October 2013, the NSPCC appointed Amaze as its digital agency after a competitive pitch. Amaze has been tasked with designing a digital strategy for the charity and revamping its website.

The charity hit the headlines last week when its chief executive, Peter Wanless, urged authorities to make the covering up of child abuse a crime.

Wanless was recently chosen to lead the review into how the Home Office handled historical allegations of child abuse.