WWAV Rapp Collins has followed up last week’s high-profile launch
of the NSPCC’s TV and press campaign by asking every adult in the
country to sign a pledge to end cruelty to children.
The Full Stop campaign features a mailpack that is being sent to each of
the 23 million households in the UK. It contains a pledge form
countersigned by Jim Harding, the NSPCC director, and states: ’I
recognise that ending cruelty to children will be a huge task and only
by joining together will we stop child abuse once and for all,’ followed
by a dotted line on which to sign.
The NSPCC’s campaign rests on the belief that protecting children from
cruelty is everybody’s business. The mailpack is being sent out in the
expectation that people share that belief and that they will care enough
to show it through signing the pledge. It is hoped that more than one
million people will sign it over the next year.
The design of the envelope continues the theme of the above-the-line
work, featuring nursery wallpaper with teddy bears clamping their paws
over their eyes. Copy on the envelope announces that ’this does not
contain a request for money ... simply a request for your help to stop
cruelty to children’.
Inside, the pledge form is accompanied by information on how to take an
active role in ending child cruelty. WWAV is also handling the
fulfilment element of the campaign.