FUNDRAISING NEWS: Campaign Watch

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The NSPCC's latest direct response TV ad campaign aims to show how people who were abused as children can be emotionally scarred for life.

"The commercials focus on the short- and long-term effects of child abuse by using portraits of adults still overwhelmed by painful memories of themselves as abused children, and illustrate the importance for children to have someone to turn to," said Elvira Meucci-Lyons, donor recruitment manager at the children's charity.

Created by ad agency WWAV Rapp Collins, the "Adult Child" ads are three different executions focussing on adults who were neglected and abused, both physically and sexually when they were young.

The first ad, designed to air after the 9pm watershed, tells the story of a girl in her early 20s who still carries the dreams she had as a child before she was abused.

The NSPCC is also using the campaign to highlight other forms of abuse, and the second ad focuses on an overworked housewife who remembers how her parents took advantage of her as a young girl.

A third ad shows a man obsessed with self-defence and how he still hears the scared voice of the child he once was.

All three ads promote the long-term benefits of regular gifts, and ask viewers to contribute £2 a month to the charity.

"These adverts will hopefully remind people that abuse has many forms and that it can happen to anybody," said Meucci-Lyons.

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