WWAV Rapp Collins has developed three 60-second DRTV ads focusing on real case histories. The ads support the NSPCC's branding work by promoting the benefits of giving £2 a month to the charity via a freephone number.
The first ad, "mistress", focuses on Lucy, a woman in her twenties who was sexually abused but still has dreams for the future. But the ad shows a music box playing familiar music and setting off her bad memories. The ad will go out after the 9pm watershed because of its powerful imagery.
Other ads in the "adult child" campaign are "housewife", featuring an overworked housewife remembering her parents abusing her as a child, and a third ad featuring a man obsessed with self-defence remembering the fragile child he once was.
Elvira Meucci-Lyons, the donor recruitment manager at the NSPCC, said: "The commercials focus on the short- and long-term effects of child abuse by using portraits of adults still overwhelmed by painful memories of themselves as abused children."
The ads will run on terrestrial, satellite and cable channels to coincide with the next phase of the NSPCC's campaign to end child abuse deaths.
Ian Haworth, the executive director and head of creative at WWAV, said: "The mood of the ads is extremely sombre but is not designed to shock.
It is designed to be emotive, to encourage viewers to pick up the phone and donate to the NSPCC."
The ads were art directed and written by Haworth and produced by Sandra Money. Media was through WWAV Rapp Collins Media.