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The NSPCC has launched a powerful TV and poster campaign designed

to raise public awareness of child abuse.

The pounds 3 million campaign, said to be the biggest charity campaign

ever to run in the UK, was created by Saatchi & Saatchi and focuses on

the temptation to turn away from the problem.

In the commercial, scenes of emotional, physical and sexual abuse are

suggested through voices and sounds, as popular children’s icons such as

Rupert the Bear cover their eyes in response. The scenes are followed by

a voiceover saying: ’Sometimes, we can’t bear to look either’, and show

a number to call for more information.

The posters feature three characters from the TV commercial and use

quotes from child abusers such as ’Breathe a word to anyone and you’re

dead’ and ’I wish you’d never been born, you screaming little ...’ All

three posters carry the campaign slogan: ’Cruelty to children must stop.

Full Stop.’

Marian Rose, head of marketing for the NSPCC, said: ’The objective is to

bring a definitive end to the problem. We want to put ourselves out of

business.’

Tamara Ingram, joint chief executive of Saatchis, added: ’At times we

all want to turn a blind eye to difficult things. We believe that the

emotional strength of this campaign will tap a real nerve.’

The campaign was written by Kes Gray and art directed by Dennis Willison

with typography by Roger Kennedy. The commercial was directed by Malcolm

Venville through Malcolm Venville Productions.

TV buying was through Zenith and poster buying was handled by

Meridian.

Client of the week, p14.