NSPCC unveils TV ad to promote need for donors

by Kate Langtry, Brand Republic 27-Jun-08, 12:40

LONDON - The NSPCC is launching a direct response television campaign through WWAV Rapp Collins London in a bid to build a base of regular donors.

The 60-second spot will air on terrestrial and non-terrestrial channels from July 1. It is shot in black and white in an effort to establish the contrast between children who are loved and cared for and those who suffer from a life of neglect and abuse.

The ad begins portraying a positive side to family life, children are hugged by other members of their family and the voice over points out that "sometimes a hug is all it takes".

The positive tone is then dismissed and replaced with an emotional scene of children alone, with a voice over announcing that "Ryan doesn't get any hugs...he just gets beaten" and other moving statements.

Viewers are told they "can put a protective arm around vulnerable children by calling 0800 32 32 31 to donate £2 a month to the NSPCC".

Lisa Williams, NSPCC appeals manager, said: "It's easy to take for granted simple but meaningful acts of affection. The NSPCC can and will help with the support of committed donors."

The NSPCC is also airing two adapted existing DRTV ads at the same time, 'Anybody out there' and the ChildLine ad, 'Heart'. The latter is being aired in its new format in Scotland for the first time.