Direct work, through WWAV Rapp Collins, encompasses DRTV, direct mail to target existing and new donors, door drops and inserts in the national press, including The Independent, The Guardian and The Observer, as well as women's magazines including Tatler, Red, She and Marie Claire.
The 90-second DRTV spot starts with two statistics designed to startle: "Every week at least one child in Britain will die from abuse". The second caption reads: "Over 30,000 children are known to be at risk of abuse right now".
Three scenes follow which highlight cruelty, neglect and abuse. In the first, a young boy is seated at a kitchen table painting a picture of his mother who launches an unprovoked verbal and physical attack. She moves to strike him and as he raises his hands to protect himself, a telephone in the room rings, causing the woman to immediately cease her onslaught. A voiceover tells the viewer they can help stop cruelty by phoning 0800 91 91 77.
The second scene features a young girl wandering through a flat alone, calling for her mother who is not there. In the third scene, a young boy runs upstairs to his room to evade a physical attack from his father, who follows him.
The DRTV ad will be shown on terrestrial channels including Channel 4, ITV North, HTV and satellite channels including MTV, ITV News and Classic FM TV.
Ian Haworth, executive director and head of creative at WWAV Rapp Collins, said: "We see highly charged scenes, with children narrowly escaping a full blown attack by the ringing of the telephone. The clear message is that if the public call and donate they can step in and stop child abuse."
The direct mail piece consists of a true, first-hand account from an adult survivor of child abuse, referred to as Jeremy Hill and written in the form of a letter. It tells of systematic and vicious beatings from his father, describing the isolation, fear and physical pain that was put upon him. The mailer avoids the use of violent or disturbing imagery.
Direct marketing, which breaks today, will tie in with above the line work through Saatchi & Saatchi, online work created by itraffic and in-house PR activity. Face-to-face marketing will be handled by Blue Frog, while field marketing is being carried out through Face.
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