The two ads aim to recruit donors for the charity, which works with children at risk on the streets and in trouble with the law, young refugees and children with disabilities.
They illustrate a child running away from home and encountering danger while living homeless, but while the first spot was filmed through the eyes of the child, the second is filmed so viewers see the child.
The charity also wanted to try male and female voiceovers, with actress Julie Walters doing the first ad and actor Jeremy Irons the second.
The second ad appears twice during the same break, once in a 10-second cut and then in its full 60 seconds. Media buying was through WWAV Rapp Collins Media; for the first ad it was by Total Media.
Martin Field, director of fundraising and campaigns at The Children's Society, said: "We were very pleased with the response to The Children's Society's first DRTV ad and hope to build on this success."
Pic: posed by model for The Children's Society.
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