The NSPCC, the children's charity, is using an emotional direct
response television (DRTV) campaign to increase the number of regular
donations.
The ads, through WWAV Rapp Collins, break this week and are the latest
part of the NSPCC's "Full Stop" campaign. The campaign asks viewers to
call an 0800 number to pledge £2 a month to help stop child
cruelty.
The campaign features a 90-second execution entitled "freeze frame" and
focuses on the three case histories of Peter, Rex and Zoe. A ten-second
version will also run.
The three cases are intended to show that child abuse can occur in any
social group. Haunting music and black-and-white imagery are used to
depict the plight of the children, each of which suffers from varying
forms of mental or physical abuse. The ad concludes with the endline:
"Shall we stop it now?"
The ads will be shown on Channel 5 and cable TV. It is being tested
against last year's "open your eyes" DRTV ad for the NSPCC.
Chris Wood, the marketing director at the charity, said: "Regular
donations have proved to be cost-effective and enable us to budget for
project work more accurately throughout the year."
Maria Phillips, the executive creative director at WWAV, said: "The ad
is very gritty and hard-hitting. It is not designed to be shocking, it
is designed to be emotive to elicit response."
The ad was art directed by Mick Eglington, written by Diane Williams and
produced by Jennie Shellard. Media buying is through WWAV Rapp Collins
Media.
