- Britain's biggest-spending charity, the NSPCC, has reappointed incumbent, Saatchi & Saatchi to its £6 million account after a three-way pitch against WCRS and Court Burkitt & Co.
The surprise review came after Saatchis, which has worked with the charity for 15 years, won honours for its controversial "full stop" campaign at the Campaign Poster Awards in October.
The deliberately unsettling work aims to raise £300 million for the charity, six times more than it normally collects, and has resulted in the recruitment of 140,000 new campaigners against child cruelty.
The ads show childhood icons, such as Rupert Bear, Action Man, Alan Shearer and the Spice Girls hiding their eyes from different types of child abuse, and uses the line, "Sometimes, we can't bear to look either".
Saatchi will now begin work on the next stage of the campaign the first of which is expected to be unveiled in the Spring of 2000.