Rebranded NSPCC says children are 'worth fighting for' in TV campaign

The NSPCC is releasing its first TV campaign since rebranding with the credo "every childhood is worth fighting for".

Leo Burnett created the new ad, called "Alfie the astronaut", which will break during an episode of Educating Cardiff on Channel 4 tonight (15 September).

The minute-long ad will by introduced in a 10-second spot featuring Musharaf Asghar, who endeared himself to viewers after appearing in Educating Yorkshire when he overcame his stutter.

The ad takes place in the imagination of a young boy, Alfie, who is shown training to become an astronaut. In the voiceover, Alfie talks about his abusive stepfather and how the NSPCC helped him and his mother. At the end, a woman’s voice explains that when children are free from harm, they are free to dream again.

The TV spot will be backed by a digital campaign targeting mothers on websites like MailOnline, as well as on social media.

Tessa Herbert, the NSPCC’s head of marketing, said: "Childhood should be a time when we’re free to dream.  Abuse can destroy that – but it never should. The idea of Alfie came out of the fact that every child is born with hopes and dreams for the future.

"We wanted to put our services at the heart of the story and tell people how the NSPCC helps children just like Alfie to recover from domestic and physical violence or other abuse.

"Rather than showing the abuse in a shocking way, we wanted the audience to live out Alfie’s uplifting dreams and layer this with the story of how the NSPCC helped him and his mum."

The work was created by Matt Lee and Pete Heyes, and directed by Chris Hewitt through Knucklehead. OMD UK handled the media.

The NSPCC appointed Leo Burnett to its creative account after a competitive pitch in 2014. FCB Inferno, the incumbent, did not re-pitch.