A brand campaign, the first within the NSPCC's rebrand, with the strapline, Every Childhood is Worth Fighting For. The campaign follows an NSPCC survey conducted by YouGov, which found that one in seven adults in the UK managed to achieve the job they dreamed about when they were children.
The campaign is therefore inspired by childhood dreams and imagination and shows how the work the NSPCC does helps children rebuild their lives, giving them back a childhood full of hope and endless possibility.
The film follows the story of a boy called Alfie who dreams of being an astronaut. The film takes place in his imagination; we see Alfie on a mission to the moon as he recounts in a voiceover how he and his mother experienced domestic violence and physical abuse, and the help they received from the NSPCC. At the end of the film, we see Alfie back in the real world, safe and looking forward to the future. The endline is “Your donation can take a child anywhere”.
This is the first big campaign under the charity’s new brand: ‘NSPCC. Every childhood is worth fighting for’. It is supported by social media activity with the hashtag #EveryChildhood.
The 60-second film launched exclusively on Channel 4 during Educating Cardiff and was introduced by Educating Yorkshire star Musharaf Asghar (aka Mushy) in a bespoke 10-second spot. Last year, Mushy found a place in the heart of the nation as millions tuned in to watch him learn methods to overcome his often crippling stutter.