Not Letting Go

Client: NSPCC

NSPCC are widely known for dealing with extreme cases of child abuse and neglect. While this is still a huge and important part of what they do, their other valuable services aren’t as widely used or recognised.

A new survey revealed that three in four UK parents with kids under five are anxious about their child’s emotional and mental wellbeing, with 57% saying that parenting is harder now than when they were growing up.

NSPCC understands that there’s lots of parents, guardians and carers that are struggling with the more ‘everyday’ challenges of bringing up a child, but there are so many overwhelming, and often contradictory, messages about how to manage family life and what’s best for children.

As their first major, multi-platform, brand awareness campaign in over a decade, we needed a bold, stand-out creative that raised awareness of the charity’s multi-faceted offerings and helped parents to feel less alone, and more inclined to reach out for help.

Tapping into poetry’s power to heal, we created 'Not Letting Go': a compelling film that charts a parent’s journey from birth to leaving the nest in just 60 seconds.

Steering clear of the harrowing charity ads of the past, it shatters the illusion of the picture-perfect Instagram family by highlighting some of the everyday scenarios and challenges that many face but rarely discuss.

The resulting ad struck a chord, sparked a national conversation, and put NSPCC back where it belongs – as the number one children’s charity in the UK.

https://www.youtube.com/watch?v=5ODKAnSs4rg