The direct mail campaign, created by Kitcatt Nohr Alexander Shaw, is designed to encourage prospective donors to give £10 a month to the NSPCC to support its work to protect children from the effects of domestic violence.
It focuses on the emotional impact of domestic violence on children and highlights the value of the services the NSPCC provides to children to help them talk about and deal with their experience.
The NSPCC said that each year around 750,000 children experience violence at home and in 90% of cases they are in the same or next room when this happens.
The creative approach for the mailing dramatises this fact with a piece of wallpaper printed with the message "When the walls are this thin, you can hear everything."
The reverse tells the story of Maisie and how she felt listening to her dad beat her mum and her mum begging him to stop.
Mailing recipients are encouraged to respond either by going online to its or phoning the NSPCC.
Mike Flynn, head of direct donor marketing at NSPCC, said: "We were impressed with Kitcatt Nohr's strong creative solution to this highly sensitive campaign.
"The mailing successfully demonstrates how the NSPCC makes a real difference to the lives of children living with domestic violence."
Marc Nohr, managing partner at Kitcatt Nohr, said: "We wanted donors to empathise with the plight of children living with domestic violence and the idea of 'walls as thin as paper' really struck a chord.
"Hence we printed a case study about children suffering the affects of violence in the home on the reverse of a piece of floral wallpaper."
_1.jpg)
.jpg)
