NSPCC enlists Kate Bush song for latest donor TV push

The advertising, in 60-, 40- and 10-second versions, features the Kate Bush song 'This Woman's Work' and a voiceover by actor Michael Sheen, who was recently seen playing comedy writer Jeremy Dyson in the film 'League of Gentlemen: Apocalypse' and is the former husband of Kate Beckinsale.

In one scene, a young boy's sad face is shown with the voiceover saying: "He's just a child, so Andrew can't defend himself when his father attacks him."

In another scene, a toddler alone in his cot is shown as Sheen says, "They're just children and they need your help."

The campaign, in which the song and Sheen's services were provided for free, urges viewers to contact the charity and donate £2 a month.

Marian Rose, head of direct donor marketing at the NSPCC, said: "Parts of Kate Bush's song could have been written especially for this ad."

Rose added that last year's DRTV advertising raised £3m in donations from around 30,000 people.

"Those who support us in this way are helping children in equally appalling situations as those shown in the ad," Rose added.

The ads will appear this month on Five in the London area, ITV North, ITV 2, MTV, UKGold and Sky News.

The song used was a top 30 hit for Bush in 1989.

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