SUPPLEMENT: APG CREATIVE PLANNING AWARDS; Sponsored by RDS Open Mind: Public Service/Charity/Government Campaign



Winner: Alexandra McKie

Agency: Saatchi and Saatchi Advertising

Creative Director: Richard Myers

Art Directors: various

Copywriters: various

Client: NSPCC

Product: NSPCC

The NSPCC had developed a strategy for the 90s which meant a shift in

the balance of its work towards prevention and repair.

A three-year campaign was launched to change attitudes and,

specifically, to encourage adults to think about their behaviour. People

tend to focus on the physical impact of abuse, but the emotional effects

can be equally destructive.

The agency team also wanted to challenge the conventions of charity

advertising. Most ads ask the consumer as a ‘good person’ to give money

to repair damage created by ‘bad people’. In this case, the agency

decided to ask everyone to consider their own behaviour. Because of

this, the language and the tone of voice of the advertising was vital -

it was crucial to find a way of uniting everyone.

The solution was to encourage us to think how we felt as children. The

advertising tells the child’s story and explains how the NSPCC helped to

resolve the damage the child felt.


Winner: Anne Wicks

Agency: D’Arcy Masius Benton and Bowles

Creative Director: Jeremy Pemberton

Art Director: Tony Riggs

Copywriter: Roger Holdsworth

Client: Department of Transport

Product: Anti-drink drive

The campaign was targeted at male drivers aged 18-24 who still drive

when over the legal limit. On the whole, these men applaud anti-drink

drive campaigns for trying to ‘keep drunken bastards off the road’, but

insist that they don’t fall into this category.

The resulting campaign focused on a commercial in which a young driver

cripples his friend. It became clear that the advertising had to modify

the message from ‘drinking and driving wrecks lives’ to ‘drinking and

driving could wreck your life’.


Winner: Bridget Angear

Agency: J. Walter Thompson

Creative Director: Jaspar Shelbourne

Art Director: Paul White

Copywriter: Trevor de Silva

Client and Product: Cancer Relief/Macmillan Nurses


Winner: Ali Bucknall

Agency: D’Arcy Masius Benton and Bowles

Creative Director: Jeremy Pemberton

Art Director: Kevin Bratley

Copywriter: John Townshend

Client and Product: Cancer Research

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