NSPCC: Ready For Every Question 2024

Client: NSPCC

NSPCC is the UK’s leading children’s charity, with Childline being a household name for adults and a lifeline for thousands of children each year. Childline is the only service available to children 365 days a year, 24/7, to give children somewhere to turn to when they need it most.

In a challenging fundraising environment, NSPCC sought to create a hard-hitting fundraising campaign to run during the Christmas period to power their vital services. To achieve this, NSPCC partnered with fundraising agency Open Creates to develop a powerful proposition, compelling TV ad, and an integrated campaign. To shape the campaign, the Open team worked closely with Childline counsellors to understand the unique challenges children face over the Christmas period. While many children were excitedly asking questions about the holidays, thousands of children calling Childline were asking questions about how to cope with neglect, abuse, or loneliness. This real-life insight inspired the campaign, ‘Ready for Every Question,’ which shines a light on the real questions children ask and highlights the urgent need for support. The campaign materials included DRTV, digital, door drops, and press, using an integrated approach that delivered significant growth compared to previous years’ efforts. The funds raised will ensure that NSPCC can continue answering children’s calls and supporting their services. The campaign’s success means that NSPCC plans to run it again in the coming year.