NSPCC wins award for ChildLine TV advert

The NSPCC has won an international award for excellence in television fundraising at the International Fundraising Congress in Holland.

The children's charity scooped the annual Gold Star Award for Excellence in Fundraising DRTV for its most recent ChildLine advert.

The shortlist of five adverts, which was selected by a judging panel before the congress began, included adverts from horse welfare charity Brooke and WaterAid. Delegates were shown the adverts during the IFC welcome reception and asked to vote for their favourite.

The winning advert shows a girl calling ChildLine but receiving no answer. It is designed to highlight the fact that one in three calls to the helpline went unanswered last year because of a lack of resources.

Award judge Ian Haworth, global chief creative officer of direct marketing agency WWAV Rapp Collins, said: "TV can be a highly effective medium to both influence and fundraise – given media fragmentation, it is now also much more cost-effective. These five ads demonstrated how to use the medium to best effect and will hopefully inspire others to test TV as part of their overall communications strategy."

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