BRINGING NEW INTEGRATION FOR STRONGER RESULTS

 

– PURPOSE AWARDS SHORTLIST

 

Christmas and the winter festive period is the most dangerous time of year for some children, but this is often lost in the seasonal noise. When schools close, children trapped in abusive homes lose their safe spaces. Domestic abuse, neglect, and hidden abuse increase behind closed doors.

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Almost 3,000 children contacted NSPCC’s Childline last winter. This Winter Appeal needed to raise significantly more than the year before, during the sector’s most competitive fundraising period. 

 

To achieve this, we adopted a fully-integrated approach, through the story of Sarah, a young girl inspired by lived experience, supported by a reimagined version of “Ring Christmas Bells”. One shoot  ensured full creative integration across TV, DRTV, OOH, social and DM, with earned media amplifying authentic stories from counsellors and young people. The campaign delivered exceptional results: a 54% increase in income, strong gains in consideration, and a projected 10‑year ROI of 16.2%. Most importantly, it will enable the NSPCC to support many more children during future winter periods.