FUNDRAISING NEWS: NSPCC airs new TV ad based on Magic Carpet technique

The NSPCC has launched a new direct response TV (DRTV) ad featuring one of its counselling techniques to help abused children.

Entitled Magic Carpet, which is a counselling service for abused children to talk about their ordeal, the 60-second ad features real people and an animated background.

The ad is based on a young boy called Jack and his counsellor taking a ride on the magic carpet where he is free to express himself and ask for the abuse to stop and go away.

The ad, which is being tested on channels including MTV and UK Horizons, differs from previous NSPCC DRTV campaigns as it shifts the focus from the act or physical evidence of abuse to a moving example of how the charity helps abused children fight their demons.

The DRTV advertisement asks viewers to call a 0800 number and pledge just £2 a month to help put a stop to child abuse. The ads are being tested against the existing DRTV ad "Hospital Baby". If the ad is successful, more of them could be rolled out early next year testing different asking methods such as "Give £1 a month" and "Give whatever you can afford". A 90-second version is also planned.

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