The campaign illustrates two aspects of the NSPCC's work -- the NSPCC Specialist Investigation Service and NSPCC Therapeutic Services -- by using a birthday card and birthday invitation.
The cards and "invitations" are being mailed to a cold list of 150,000 potential donors from this month. The charity is targeting affluent professionals and women readers of upmarket catalogues.
The birthday card resembles the type of card typically sent to a young boy. However, instead of containing a "Happy Birthday" message, the handwritten copy reads, "Jamie's abuser never forgot his birthday", referring to a typical child abuse case.
It then goes on to explain how the abuser would collect Jamie's details -- such as the date of his birthday, and his favourite hobbies and toys -- in order to get close to his victim.
The birthday invitation explains how the NSPCC has helped heal the emotional scars of abused children. It is written by Scott, who following treatment by the NSPCC was able to have his first ever birthday party.
Recipients are encouraged to complete a donation form to set up a regular direct debit.
Marc Nohr, Kitcatt Nohr managing partner, said: "Due to the time-poor nature of this busy target audience it was important to communicate quickly and clearly exactly how new donors could make a real difference to the lives of abuse victims.
"The shocking impact of the birthday card concept aims to grab people's attention and the handwritten explanation that follows shows how a regular direct debit donation will help protect children from abuse."
Kitcatt Nohr has also extended the campaign across 300,000 inserts, which will appear in copies of Saturday editions of The Times, The Sunday Telegraph, The Week, Conde Nast Traveller, Vanity Fair and Easy Living.
Clare Blackwell, NSPCC fundraising manager, said: "Kitcatt Nohr's bold campaign will help people grasp the fundamental importance of the work done by the NSPCC and highlight how every single donation makes a difference to halting the sexual abuse of children."
Media buying for the inserts activity was handled by Manning Gottlieb OMD.
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