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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.

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