London - The NSPCC has tasked Saatchi & Saatchi London and Avenue A | Razorfish with creating a campaign to build awareness of its three year long Child's Voice Appeal for £50m to help fund the improvement and expansion of its helplines and online counselling service.
The campaign aims to deliver a strong and heartfelt call to the UK by making people aware of the need for money to improve and expand ChildLine and the NSPCC Helpline.
Saatchi & Saatchi has created the TV spot with animation by 1st Avenue Machine and Passion Pictures to deliver the message, "Help us listen to every child's voice". The ad depicts the journey of a butterfly (whose wings are made up of two ears) through a city, searching for a child who needs to talk. On its journey we see a variety of children and young people enjoying their free time and benefiting from the presence of their own "butterfly ears" as children and young people described them when consulted during the development of the campaign, always there to listen to them. The music chosen for the spot is by artist Tunng and supplied by the Full Time Hobby record label.
Avenue A | Razorfish has created digital assets which bring the campaign to life online, directing visitors to engage with the site and explaining how the money raised will enhance the service. As well as the creative for the website, Avenue A | Razorfish will also be creating the standard and rich media advertising. The rich media advertising will feature on sites including an MSN homepage takeover, a first for the NSPCC. Zed Media are responsible for planning and buying.
John Grounds, director of communications from the NSPCC said, "The campaign this Autumn shows exactly how important the Appeal is so that children can have someone to listen to them. It demonstrates in a poignant yet uplifting way what the success of the appeal would look like for children, and with a very fresh approach."
Kate Stanners, creative partner at Saatchi & Saatchi concludes, "As ever, we're incredibly proud of our work for the NSPCC. This latest campaign covers a difficult but especially important subject, in a sensitive and, ultimately, uplifting way. We believe it will be an inspiring call for people to get involved."
Chris Perry, joint managing director of Avenue A | Razorfish said, "Digital allows the NSPCC to extend the conversation after the TV burst and mobilise the audience to take part in this important appeal."
The 30 second TV ad will run for two weeks from 22 September on mainstream and satellite channels to launch the campaign. The activities for the NSPCC will also feature digital outdoor work which will appear in London Underground stations, launching in early October.