The campaign, created by Kitcatt Nohr Alexander Shaw, is designed to encourage existing donors to upgrade their regular donations, give a cash gift or to start donating again if they are a previous donor.
It focuses on the emotional impact on abused children of giving evidence in court and also highlights the value of the Young Witness Support services the NSPCC provides to help them deal with a difficult court experience.
The creative approach for the mailing focuses on the fact that many children say being interrogated in court is more traumatic than the actual abuse they have suffered. More than half of children in court to give evidence on their abuse are shocked and devastated at being accused of lying in the courtroom.
To illustrate this, the mailing insert features images of the word "Liar" picked out in toy letters in a child's bedroom, on their bedroom door name plate and on their school uniform name labels.
Text for the campaign includes: "Joe was abused sexually in the bedroom and then verbally in the courtroom." and "With your help we can help more children face their abusers, and more abusers face justice."
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 offers vital support to abused children who have to give evidence in court."
Marc Nohr, managing partner at Kitcatt Nohr said: "We wanted donors to understand how damaging court appearances can be to children who've suffered abuse.
"The mailing aims to inspire donors to give a regular donation or cash gift to support the NSPCC's excellent work for the Young Witness Support Service."
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