The NSPCC is testing the interactive execution against the 60-second DRTV version, which was originally aired in December 1999. The iTV spot includes an additional 10-second tail.
The campaign was created by WWAV Rapp Collins and uses the strapline "Open your eyes". It highlights the plight of sexually and physically abused children using three true stories.
"Open your eyes" is being screened this month on Sky channels and stations such as UK LivingTV and UK Style.
Viewers can donate money by pressing a button on their remote control and entering their bank details via a secure screen. Those who enter their details will be sent a welcome pack. If the interactive ad proves successful, the charity will roll it out further later in the year.
"We have seen other consumer brands do interactive and felt that we wanted to try any new opportunities. We recognise that ads are moving into the multimedia age," said NSPCC interim donor recruitment manager John Turner.
The first interactive DRTV ad for a charity was made by WWAV Rapp Collins for Cancer Research last year.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
