Campaign Encourages People To Act On Child Cruelty

{mosimage}Children’s charity the NSPCC has launched a television advertising campaign to encourage people to act against child cruelty by donating time or money. The commercials, developed by Saatchi & Saatchi, includes two TV commercials called “Caravan” and “Marathon”. The first ad, which features a violent mother and complacent father, aims to raise awareness of the fact that every month the NSPCC needs 2,000 volunteers for its ChildLine service.

The second spot, which features a young girl who is terrified when her father enters her room at night, pushes the message that the charity needs to raise £7m a month through fundraising and donations.

The television ads will be supported by press, posters, a new website,, and viral activity.

The campaign will steer visitors to the website to learn how they can help the NSPCC through volunteering, fundraising, campaigning and donating.

“Many people feel that child abuse is too big a problem for them to do anything about,” said John Grounds, the director of communications at the NSPCC. “Each act adds up to ending cruelty to children. Everyone can be part of the human barrier against child abuse.”

In May, the NSPCC turned to the web to distribute an ad aimed at 11- to 16-year-olds in a campaign against sexual abuse. The ad ran on a special website,

Earlier this year the charity also ran a campaign featuring stars including Johnny Vegas, Christian Slater, Gillian Anderson and Bruce Forsyth that aimed to get the public to take part in its £10m Dream Auction run in partnership with eBay.