The Christmas campaign juxtaposes the joy and magic usually associated with Christmas with the experience of a child who is being sexually abused and suffering in silence. It launches with DRTV on 6th November and includes direct mail and digital display advertising.
Catherine Cherry, Head of Fundraising said “1 in 20 children experience sexual abuse and 1 in 3 don’t tell someone about it. So, when a child is ready to break their silence, it’s important that we are there to listen – even on Christmas day. A child contacts Childline every 25 seconds and right now our counselors can only respond to 3 out of 4 children who need our help. The NSPCC relies on the public for around 90% of income and Christmas is our biggest appeal of the year”.
Good’s Creative Director, Reuben Turner commented “We’re so proud of the NSPCC for wanting to tackle the one of the biggest challenges children face, head on. It takes real bravery for children to disclose they’re being abused, especially at Christmas. We want to make sure NSPCC has the funds to be there for every child who does.”
This campaign kicks off a new partnership between Good and the NSPCC, intended to create a step change in the NSPCC’s fundraising approach and keep many more children safe. The focus is to develop an audience and insight-led approach to fundraising that leverages the brand positioning ‘Every childhood is worth fighting for’ to grow support and income.