Analysis of NSPCC Campaign

This is a short video documentary that the NSPCC used as part of their campaign in 2012 to promote their charity, preventing cruelty towards children. The advert was shown on television and at cinemas, trying to get the message across to as many members of the public as possible. Although the campaign revolves around anuses children, the bad language and darker themes suggest the target audience for this campaign is adults, who are more likely to recognise the signs of child abuse than a younger child, who may feel threatened or scared by this advert. At first, comedy is used to grab the audience's attention, with children making comments that adults will find sweet and funny (e.g. 'Rabbits are scary, it's like they're looking for people to eat!')- this can be juxtaposed with some of the later quotes. The audience will be shocked when the stories turn slightly darker- 'I can't help getting hurt, I'm too big for my boots'. Children are usually associated with innocence and purity, and hearing a young child talk about serious issues so nonchalantly ('I'm a mistake, it's always my fault/ Daddy banged my eyes on the floor.. It's a secret, I'm not allowed to tell') should make them feel upset, uneasy and almost guilty if they haven't acted. The colours and lighting grow darker as the advert progresses, highlighting the serious themes and reflecting what the children are implying. The closing shot is of one of the young children looking at the camera, visibly upset- it is as if he is begging the audience to help him, or another child in a similar situation. There is the slogan of 'It could be nothing but it could be something'  which, although is not a rhetorical question, makes the audience think. The final few seconds of the advert display contact details and the name of the charity for the first time. As it is the last thing the audience sees, it is more likely that the name and number will stay in the audience's head.

Television adverts are not the only form of media that the NSPCC use to promote their cause; they also use the internet, and have their own website, YouTube channel, Facebook page and Twitter account. This is probably to appeal to the younger end of the target audience, who are stereotypically more likely to use the internet regularly. It can also be accessed from any device, at any time and anywhere in the world, unlike a television advert. The sites are regularly updated to remind people of the good work the charity is doing and to direct anyone struggling with any issues to helpful sites. 

Above is the original NSPCC poster. Although the current NSPCC posters and other adverts nowadays are more complex, this simple logo and slogan are still used. It is effective because there is nothing to distract from the logo and the message. The green circle is still associated with the NSPCC and the work that they do. The same typography and logo were used in the campaign above 'The $#*! Kids Say'.