Insults
NSPCC
Issue 9 | December 2008
Agency
RAPP
Creative Team
Rik Haslam – Executive Creative Director; Barney Cockerell – Executive Creative Director; John Bjerfelt – Art Director; Andrew Ford – Copywriter
Date
January 2008
Background
The NSPCC wanted to test online donation against their more traditional direct mail.
Idea
Rapps' idea was simple: interrupt people browsing the web with the kinds of vicious insults that some unfortunate children and young people are bullied and abused with every day. It was easy to stop the abuse – with a click, visitors were taken to a landing page on the NSPCC’s website where they could make a donation.
A parallel was set up - stop the abuse you're experiencing with a click; stop the abuse children are suffering with a click to donate. With typography as large and loud as they could make it and an aggressive Mancunian voice over, the banners were unmissable on the sites on which they were served.
Results
70% above forecast for ROI. 38% above forecast for number of donors. 40% above forecast income.
Our Thoughts
Enviably simple idea. Doesn’t need a write-up. Good stuff.