NSPCC: Abuse robs children of their dreams – like going to the moon. But it doesn't have to.
Agency: Leo Burnett
Support for the NSPCC was in decline. Where other charities were gaining supporters, the NSPCC was losing them. To reverse the tide of support the campaign needed to convince audiences that child abuse isn't an insurmountable evil, and that with their support, the NSPCC can stop child abuse.
Strategy
Research showed that graphic, gut-wrenching child abuse stories delivered a good short-term response. But in the long term this dented the audience's confidence in the effectiveness of the charity and...