Turning sympathy into anger. Changing the nature of the emotional response to NSPCC advertising

Jez Frampton

In October 1996 the NSPCC was the best-known name among an increasingly large number of children's charities in the UK that seemed to occupy a similar territory, but it was not perceived to offer anything particularly distinctive and did not attract potential donors.
Agency:Author: Jez Frampton

Turning Sympathy into Anger. Changing the Nature of the Emotional Response to NSPCC Advertising

OVERVIEW

In a world with increasing levels of charity advertising, the potential donor has approached a point of compassion fatigue. The planning challenge was to seek a breakthrough in terms of emotional response and express it vividly to the creative team. Most advertisers seek to stimulate the emotional response of sympathy and hence encourage donation. This case illustrates how planning provided vital insights which enabled Saatchi & Saatchi to create advertising which stimulates a much more intense and motivating emotion: ANGER....

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