The concept of donor fatigue, particularly following the Asian tsunami and Hurricane Katrina, as well as the (albeit primarily political) Make Poverty History campaign, leaves charities fighting harder than ever for a share of the public's pockets.
This latest direct-response ad from the NSPCC continues the charity's more traditional strategy of illustrating the plight of abuse victims. Like much of its recent work, it is powerful, moving stuff. The ad focuses on individual children such as 'Andrew', unable to defend himself from his violent father and 'Charlotte', preyed upon by an abusive uncle. With each case the voiceover reminds us that this little person is 'just a child' and helpless to stop their tormentors.
Throughout the execution, a haunting track by Kate Bush pushes the sequence gently along. It is an excellent choice of music, and space is left at the end of the ad for the words 'Make it go away' to cut through.
It is another example of the maturity of DRTV advertising and a potent draw to donate to the NSPCC's very worthy £2 a month appeal.
- Agency: WWAV Rapp Collins.
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