WWAV ad moves on from abuse to show NSPCC's counselling

NSPCC, the children's charity, is taking a new approach with its latest TV campaign, by WWAV Rapp Collins.

The ad moves the focus away from child abuse to demonstrate how the charity helps children to fight their demons.

Shot as a 60-second ad with a ten-second version, "magic carpet" mixes animation and live action to show Jack, who is helped to face his problems through an NSPCC counsellor. He is shown taking a ride on a magic carpet where he is free to express himself.

The ad asks viewers to call an 0800 number to give £2 a month as part of the NSPCC's Full Stop campaign. Response is being tested against response to another NSPCC ad, "hospital baby", originally shown in 2000, to determine the most effective.

The advertising will run on Five and cable and satellite channels including MTV, Discovery and UK Horizons.

Ian Haworth, the executive director and head of creative at WWAV Rapp Collins, said: "This is a new direction for the NSPCC and we have worked hard to make it emotionally engaging by focusing on the positive results the NSPCC can achieve through charitable funding."

The ads were art directed by Haworth and the copywriter was Maria Phillips.

Animation was by Paul Donellon at The Clinic. Media buying is through WWAV Rapp Collins Media.

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