NSPCC: Flaw in the law

This case study investigates how the NSPCC, the British children's charity, created the Flaw in the Law campaign that won support from the four groups crucial to bringing about a change in the law.

NSPCC: Flaw in the law

Leo Burnett London

Campaign overview

NSPCC set out to change UK legislation that left children at risk of online sexual abuse and grooming. But the Government had publically stated that existing legislation was sufficient and change was not required. This campaign had to change Parliament's position and change the law, but with a budget of just £42,000.

Strategy

To change the Government's stance, NSPCC had to create a groundswell of public, media and political support to force it to review its position. To raise this support, the campaign needed to appeal to four distinct audiences....

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