Focus: Campaign of the week - Kate Bush song in NSPCC TV ads

Georgina Lock, georgina.lock@haynet.com

The NSPCC has launched a DRTV advertising campaign to encourage people to donate to the charity for its work in clamping down on cruelty to children.

The charity has been in discussion with singer Kate Bush, together with EMI. Bush has donated her song This Woman's Work for use in the advert, which was broadcast for the first time on Monday.

The advert, which will be shown in 60-, 40- and 10-second versions, depicts children in a number of distressing circumstances of the kind experienced by thousands of children each day in the UK. The voiceover points out that, as children, they are unable to stop or cope with the abuse inflicted on them.

League of Gentlemen actor Michael Sheen waived his fee for doing the voiceover in the advert, created by WWAV Rapp Collins London.

In the opening scene, a boy of about four is shown, with the sadness in his face explained by the voiceover: "He's just a child, so Andy can't defend himself when his father attacks him."

In another scene there is a little girl in her back garden, with the voiceover saying: "She's just a girl, but Charlotte's uncle makes her do things she's too young to understand."

As a toddler is depicted alone in his cot, the advert states "They're just children and they need your help" before asking viewers to call a number to give £2 per month to the charity.

Lisa Williams, donor recruitment manager at the society, said: "We haven't exaggerated - these things really happen and, sadly, there are countless examples."

The advert will run until 31 August on terrestrial and other channels, including Channel 5 London, ITV North, ITV2, MTV, UK Gold and Sky News.

It was created to bring a fresh approach to the fight against cruelty to children and to increase fundraising response rates. The charity hopes that by using new case studies the advert will appeal to different types of donor.

Last year, 32,000 people supported the NSPCC as a result of DRTV advertising, raising £3m to help end cruelty to children.

"Those who support us in this way are helping children in equally appalling situations as those shown in the advert," said Marion Rose, head of direct donor marketing at the NSPCC.

The NSPCC decided to introduce the advert during the summer to see how it performs. If it has a good response, the charity will continue to use it in the autumn, which is traditionally an effective time for fundraising.

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