Magazine article Marketing

NSPCC Uses WWAV for Hard-Hitting DRTV Ads

Magazine article Marketing

NSPCC Uses WWAV for Hard-Hitting DRTV Ads

Article excerpt

The NSPCC is continuing its hard-hitting 'Full Stop' advertising with a shocking direct response TV campaign highlighting sexual and physical abuse of children.

The ads, through WWAV Rapp Collins, use the line 'Open Your Eyes' and continue the unsparing approach adopted by Saatchi & Saatchi's 'Full Stop' launch campaign. Shot in black and white, the 90-second ads use three true case histories to elicit an emotional response. The ads are likely to be as controversial as the Saatchis' work, as they depict suffering children fearing the next wave of abuse.

NSPCC is trying a new marketing tactic in the attempt to put a stop to child abuse. Potential donors are asked to commit to giving [pounds]2 a month to fund the charity's activity.

The activity is the first DRTV fundraising element to the 'Full Stop' campaign. It broke nationally this week on Channel 4, Channel 5, GMTV and satellite stations. Media buying is through WWAV Rapp Collins Media. …

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