End Child Cruelty With a 'Click'

London - A new campaign from the NSPCC encouraging individuals to mobilise and play their part in ending cruelty with a "click" breaks on Monday 15 October.

The multi-platform campaign will demonstrate how individual actions can, and do, contribute to ending abuse and will call on the public to join in taking action against child abuse. The campaign, the latest drive in the NSPCC's FULL STOP Campaign, includes compelling TV and print executions from Saatchi & Saatchi.

According to research commissioned by the NSPCC in March 2007, whilst 84 per cent of people asked said they were willing to take action to prevent cruelty to children, nearly half of people questioned for the research said they didn't know what to do to prevent cruelty to children from occurring.

The NSPCC campaign illustrates simple actions people can take to contribute to ending child cruelty. The TV campaign encourages people to visit www.bethefullstop.com to find out more about how they can get involved.

Once on the site, visitors can commit to a number of "deeds" which include signing a petition, joining a local campaign or making a donation. People can also get information on how they can help end cruelty to children as individuals, with a group or as part of an organisation.

Sixty, thirty and ten second versions of the TV ad will run during the four-week campaign.  In the 60 second spot, we see a young girl on her journey home from school.  She spends the journey in an escapist fantasy world where she can make things happen with a "click".

A young girl walks from school to the park with an imaginary giraffe by her side.  In the park she twirls round and round under a tree.  She looks heavenward and shouts "click" and a large juicy apple falls from the tree and lands in her hands.  She remains in her fantasy world for the majority of the ad as she continues her journey through the park and on a bus.

As the girl gets within sight of her house, we can see a change in her mood.  Her face is filled with apprehension and her footsteps become increasingly timid as she walks the final few metres towards her house.  As she enters the house and the door "clicks" shut, the music stops for a second and we know that something is wrong.

We cut to the girl sitting alone in her bedroom on the edge of her bed.  The look of fear on her face is now impossible to ignore.

We hear the front door bang shut again.  This time it is followed by footsteps on the stairs.  Again our heroine utters the word "click" several times in the hope that she can stop the footsteps.  She lacks the conviction she had in the earlier sequence.  As the ad closes, a voiceover says, "She can't change things with a click.  You can at bethefullstop.com" and the final frame shows a cursor moving over the caption, "bethefullstop.com".

The "click" theme is continued in the print campaign which focuses on four key areas around the UK - Newcastle, Sheffield, Crawley and Bristol - to complement the NSPCC launching locally-targeted campaigns for the first time in these areas.

The print ads, which will appear in press and on bus panels, juxtapose the everyday setting of a computer screen with stark messages.  In one of the ads, the web address appears across the screen, www.stopdannyfeelinglikethepieceofdirthismumsaysheis.com.  In another execution, a dialogue box offers the familiar option to click "yes" or "no" to the question "Permanently remove Helen's uncle from Helen's bed?"

Kate Stanners, executive creative director, Saatchi & Saatchi said, "Overwhelmingly, people want to take action to end child abuse, but some just don't know how they can get involved. This campaign shows that we can all be part of the solution starting with just a "click".  The TV and print ads are a powerful reminder of the horrors that occur every day in so many abused children's lives."

John Grounds, Director of Communications, NSPCC said, "It is vital we all play a part in ending child abuse. There are very simple steps we can all take, whether as individuals or collectively. The campaign this autumn will demonstrate how our individual actions can, and do contribute to ending cruelty to children."

The TV and print work will run from Monday 15 October for four weeks.  Eoghain Clarke and Julian Andrews are the creatives behind the TV and print ads.


Call for Entries: Saatchi & Saatchi New Creators Showcase

News

Today, Saatchi & Saatchi invites candidates from around the world to submit creative work for the 2019 New Creators Showcase (NCS), held at Cannes Lions International Festival of Creativity in France. Previously known as New Directors' Showcase, and open to all creative talent, Saatchi & Saatchi invites the very best directors, makers and creators to submit film work for this…

FORBES magazine names Legacy in the Making by Mark Miller and Lucas Conley (McGraw-Hill) as one of the “Top 10 Business Books for 2018

News

Launched in 2012, Team One’s The Legacy Lab™ is a thought-leadership platform exploring the dynamics of long-term brand building in a short-term world. The Legacy Lab has researched influential brands including The Bluebird Cafe, It Gets Better Project, Girls Who Code, The Ritz-Carlton Hotel Company, The Championships, Wimbledon and Taylor Guitars among others, and publishes many of its learnings online.…

Guillermo Vega joins Saatchi & Saatchi London as Chief Creative Officer

News

Saatchi & Saatchi London has hired Guillermo Vega, the former ECD of 72andSunny New York, as its Chief Creative Officer. Joining on October 1, Vega will lead the agency’s creative department and build on its existing creative success. His appointment completes the Saatchi & Saatchi London management team, alongside Sam Hawkey (Chief Operating Officer), Richard Huntington (Chief Strategy Officer) and…

Saatchi & Saatchi New York Appoints Taras Wayner as Chief Creative Officer

News

Saatchi & Saatchi New York has announced the appointment of Taras Wayner as Chief Creative Officer, effective September 1st. Wayner will oversee all creative communications across the agency’s client roster, which includes Walmart, Procter & Gamble, USAA and NDSS, and will play a key role in further developing the agency’s creative talent. “The moment I met Taras I knew he…

Saatchi & Saatchi win 17 awards at Cannes 2018

News

Cannes Lions 2018 saw Saatchi & Saatchi offices around the network pick up a total of 17 awards. The wins were split across Saatchi & Saatchi New York, Saatchi & Saatchi LA, Saatchi & Saatchi New Zealand, Saatchi & Saatchi Germany and F/Nazca Saatchi & Saatchi Brazil. Winning clients were Tide, National Down Syndrome Society, Toyota, Elanco, Sadia and the…

Saatchi & Saatchi Croatia Re-energizes With New Creative Appointments

News

Publicis One Croatia today announces the appointment of three award-winning creative talents to Saatchi & Saatchi, promoting growth and creative excellence goals in Croatia and throughout the Adriatic. The three new appointments, who have extensive creative experience, will spearhead a re-energizing process of the agency in Croatia. Appointed are Ivan Tanić, who joins as Creative Director, Nebojša Cvetković as Art…

Saatchi & Saatchi New Zealand wins global Tourism Fiji account

News

Saatchi & Saatchi New Zealand has been appointed as Tourism Fiji’s global brand agency of record, following a selection process and creative pitch that began in mid 2017. Saatchi & Saatchi will lead the creation of a revitalised brand platform and global campaign to attract visitors to Fiji from all over the world, focusing on key markets – Australia, New…

Saatchi & Saatchi Shanghai wins Kraft Heinz China’s Creative Business

News

Kraft Heinz China recently appointed Saatchi & Saatchi Shanghai as their lead creative agency in China for all Kraft Heinz brand categories. Saatchi & Saatchi Shanghai won this business after a fierce multi-way pitch against other agencies over the past months. Saatchi & Saatchi Shanghai will lead creative services for all brands under the Kraft Heinz China umbrella. This covers…

Saatchi & Saatchi London named 'The Best and Bravest Agency on the Planet' by Contagious Magazine

News

Saatchi & Saatchi London have been named ‘The Best and Bravest Agency on the Planet’ by Contagious Magazine after topping their 2018 Contagious Pioneers agency rankings. The list recognises the top ten agencies round the world who consistently set the standard for creativity, innovation and excellence in marketing. The Contagious Pioneers list is based on an analysis of the Contagious I/O intelligence…

Seeds&Chips and Saatchi & Saatchi Italy partner to address the future of the food industry

News

Seeds&Chips, The Global Food Innovation Summit founded by Marco Gualtieri, has appointed Saatchi & Saatchi to handle its advertising for their next event scheduled in Milan from 7th to 10th of May 2018. Seeds&Chips, now in its fourth year, has become a point of reference within the food industry for food innovation. The yearly summit held in Milan, showcases the…