23rd Feb 18 Austin Clark
NSPCC launches Christmas campaign
GOOD Agency’s first fundraising campaign for the NSPCC inspires support for children suffering sexual abuse
GOOD Agency has created its first new integrated fundraising campaign with major UK children’s charity NSPCC after being appointed as its lead fundraising agency.
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 launched with DRTV on 7th November and includes direct mail and digital display advertising.
Catherine Cherry, Head of Fundraising at NSPCC said: “One in twenty children experience sexual abuse and one in three 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 counsellors can only respond to three out of four 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.”
Reuben Turner, Creative Director at Good Agency, added: “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 Christmas 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.