DVD Mailing
Shortlist - Flat Mailing - NSPCC
Issue 24 | September 2012
Agency
Rapp London
Creative Team
Chief Creative Officer: Rik Haslam Design Director: Adrian Whatman Creative Directors: Paul Turner, Robbie Rae Copywriter: Becky Wass Art Director: Carl Winterbourne
Background
Though 20,000 child sex offences are reported each year, 95% of offences are never reported. That’s why ChildLine and the NSPCC are so important. But ChildLine costs £17 million a year to run. So a pack was mailed to supporters and active donors – primarily mums familiar with ChildLine.
Idea
A plain black DVD case was sent out with a headline raising the awful possibility that inside might be footage of a father filming himself abusing his daughter. But there was no film, no DVD, but a message that both the film and the father were now with the police, thanks to the NSPCC’s ChildLine service.
A final message then stressed that further donations are required.
Results
The campaign appeared on both the BBC’s national news, and bbc.co.uk, gaining a lot of attention. It also generated real action, with the average donation being a terrific £27.