Most Dangerous Time of Year

Client: NSPCC

Almost 3,000 children contacted NSPCC’s Childline last winter. To support those children, and many more, the NSPCC’s 2025 Winter Appeal needed to raise significantly more than the year before, during the sector’s most competitive fundraising period. The campaign also needed to deepen public understanding of why Christmas is such a dangerous time for many children.

To achieve this, the organisation adopted a more closely integrated approach, uniting the brand and fundraising teams behind a single central narrative so the NSPCC spoke with one clear voice. The strategy centred on the insight that Christmas reduces children’s visibility due to school closures and fewer safe adults, while simultaneously increasing household pressures such as financial stress, conflict and substance misuse. This combination—described by the NSPCC’s former CEO as a “toxic cocktail”—formed the foundation of a campaign designed to challenge the belief that Christmas is joyful for all children. The creative brought this reality to life through the story of Sarah, a young girl inspired by lived experience, supported by a reimagined version of “Ring Christmas Bells” performed by Finchley Children’s Music Group. All assets were produced in one shoot to ensure 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, 45% growth in donations, 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.