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The NSPCC's aim is to end cruelty to children, FULL STOP. Television and radio advertising allows us to reach a significant audience with our message.
We use real case studies to help viewers understand why our work is so important and how they can help make a difference to children's lives.
"As an organisation who's purpose is to protect children, the NSPCC considers the safety and well being of children is paramount at all times. The NSPCC wishes to make it clear that in the making of our advertising, children are never caused distress or upset. All children that take part in NSPCC films are looked after by a parent or guardian, a member of NSPCC staff and a nurse to ensure that they are not harmed in any way."
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"Just Children 2"
Like the first Just Children campaign, this advert uses Kate Bush's haunting song 'This Woman's Work' and depicts the plight of the UK's most vulnerable children. Child models are used to show the appalling reality of the physical, emotional and sexual abuse which thousands of children experience every day in the UK. The advert asks people to give £2 per month to the NSPCC to help children.
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"Just Children"
This advertisement uses Kate Bush's haunting song 'This Woman's Work' and depicts the plight of the UK's most vulnerable children. Child models are used to show the appalling reality of the physical, emotional and sexual abuse which thousands of children experience every day in the UK. The advert asks people to give £2 per month to the NSPCC to help children.
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"Open Your Eyes"
This is our most successful advert to date and has been on air since August 2000. Child models are used to illustrate different forms of abuse and how it is covered up and ignored. It urges people to acknowledge that child abuse does happen and to pledge money to help stop it.
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"Hospital Baby"
Depicting a severely physically abused baby in hospital, this advert asks people to donate £2 a month to help the NSPCC to keep children safe.
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"Freeze Frame"
This advert states that child abuse in the home is a massive problem with more than 30,000 children being at risk of being beaten, neglected or killed. Again, it asks for a £2 donation to help the NSPCC make it stop FULL STOP.
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"Adult Child - Lucy"
"Lucy" is one in a series of adverts aimed at highlighting how the effects of abuse last throughout life. Aired in September 2002, they show an adult with a child's voice talking about the abuse she has suffered. The final sequence reverts to images of the child victim, alone and upset.
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"Magic Carpet"
Using a slightly different approach to recruit donors, this advert focuses on the work of the NSPCC and, in particular, on a specific counselling technique. It illustrates the services that the NSPCC provides for victims of abuse.
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"Christmas Cash"
This advert has been produced using footage from existing adverts. It was first aired in December 2002 for two weeks and aired again in December 2003 for another three weeks. It differs from our previous adverts in that instead of asking for a regular £2 donation, it asks for a £15 cash gift for Christmas.
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Audio clips
"It's Your NSPCC. FULL STOP"
Radio advertising, May 2003
Radio advert 1
Radio advert 2
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"Hitting children must stop. FULL STOP"
Radio advertising, February 2002
Radio advert
Copyright © 2006 NSPCC - All rights reserved. National Society for the Prevention of Cruelty to Children, Weston House, 42
Curtain Road, London EC2A 3NH. Incorporated by Royal Charter. Registered charity number 216401. NSPCC, charity registered in Scotland, charity number SC037717.