NSPCC Launches New Campaign to Restart the Conversation Surrounding Abuse and Neglect

The campaign launches on 3rd September and will be advertised on televisions across the whole of the UK, where studies show one in five children have experienced abuse or neglect.

At the heart of the film, called ‘Every Day’ in reference to the work the NSPCC do on a daily basis, is the conviction that underpins the entire charity - that child abuse is preventable and not inevitable.

It was this simple message that creative production company 3angrymen honed in on when faced with the challenge of showing the breadth and complexity of an organisation as far reaching as the NSPCC. And it’s this same message that gives the film its hopeful momentum.

“Having worked with the NSPCC for a number of years, we knew that distilling the scale and scope of their work into a single film was going to be creatively challenging”, said Thom Wood from 3angrymen. “We let ourselves be guided and inspired by conversations with real NSPCC practitioners and we were immediately impressed by the connected sense of purpose they all shared.”

Embracing this mentality, director Danny Baldwin lets the narrative of the film be driven by people who would ordinarily deliver the services that the NSPCC provide. Each film is composed of intimate moments with real NSPCC practitioners working with families, shot by Director of Photography Sebastian Cort.

As Tessa Herbert, NSPCC Head of Marketing commented: “In this advert we wanted to show audiences the huge variety of services we provide and highlight the crucial work being done by our staff and volunteers on the frontline.”

The move to include real NSPCC staff was an easy decision according to Thom Wood: “Casting people who actually work at the forefront of protecting children across the UK inspired our creative team throughout and lent an authenticity that shines through the whole campaign”.

Each scene is based around four conversations which give a peek behind the curtain to what the NSPCC are really doing on any single day. This conversational core to the films allows for some genuine heartbreaking moments, as one volunteer for the charity’s primary school programme recalls the moment a child revealed to her she was being physically abused by her father.

Four case study films accompany the TV advert, featuring interviews with the NSPCC practitioners as they work to end child abuse, as well as a longer edit for online audiences.

The ‘Every Day’ campaign will also consist of a partnership with The Guardian website, on where a series of articles will feature the specialist therapeutic services and prevention programmes the charity provides.