The chief aim of the project was to tell the story of the NSPCC, to depict the true nature, scale and motivation behind the work that the charity does to protect children.
The film needed to be a rallying cry, to inform and inspire internal and external audiences and to reinforce the importance of their continued dedication and support.
It was vital to highlight the charity’s truly national identity and to cover the full range of their work – campaigning, running helplines and working with midwives, new parents and other authorities – all to keep children safe.
The film was originally intended to be a piece of content for the NSPCC website, targeting a warm audience already eager to find out more. However, during the development and production of the project, internal enthusiasm became so pronounced that distribution plans became more ambitious.
Working in tandem with the NSPCC brand development, it was decided that the film would be used to promote the release of the new NSPCC brand identity. Marketing budget was secured so that the film could be launched online and on television, broadcast in the week before Christmas on both ITV and Channel 4.
Measures of Impact and Effectiveness
The film has been online for two months and has already had nearly 100,000 views and 1300 ‘likes’ on Facebook alone.
Filmed at 24 locations throughout the UK, with over 30 members of NSPCC staff featured and an original composition sung by the National Children’s Choir of Great Britain, this is the first time that the people who deliver services for the NSPCC have been brought to the front and centre of communications and it has created a unifying effect within the organisation.
There are now plans to launch a larger ‘Every Childhood’ campaign around the film, later in 2015.