The ad was created by RAPP and hopes to increase the number of regular donors by giving viewers an insight into a conversation between a counsellor and an abused child.
The call is based on the story of a girl whose father has started hitting her and is forcing her to skip school to hide evidence of the abuse.
The ad hopes to pull on viewers heartstrings with the strapline ’Help us make sure every cry for help is heard’.
NSPCC spokesman Mike Flynn says: “This is the first time we have used a constructed example of a child’s call to ChildLine and we feel it is very powerful, bringing the viewer close to what the child is experiencing and how the NSPCC are there to help them.”
The powerful message is driven home by contrasting the fear and stress of the child against the calmness of the counsellor.
The ad starts this week and will run until the end of July across terrestrial and non-terrestrial channels. The media planning and buying was handled by RAPP Media.
This story first appeared on pitch