The best of non-profit advertising and marketing for social causes

My mission is to protect

My mission is to protect



“Without ChildLine, who would children be able to turn to?”
Again a very clever cross media campaign from NSPCC, the British organisation for better laws and policies to protect children.
In this new campaign, entitled ‘Don’t hide it 2007’ as a follow up from last year, adults will be reached through two television advertisements, which raise awareness of the ChildLine service. The adverts will demonstrate what the service currently offers, and show how important it is that children’s calls are not left unanswered. Viewers will be encouraged to visit the new adult website,, to find out how they can support the ChildLine service.
Don’t hide it will also reach adults through a PR campaign in the media and through a range of fundraising initiatives, including a new direct response television (DRTV) advert, a 5.5 million direct donor doordrop and 500,000 addressed mailings to recruit new donors.

For children and young persons they designed a special website: More than a million children contacted NSPCC following their 2006 Don’t hide it campaign about sexual abuse. This year they want to encourage even more children to get in touch and speak up.
Don’t hide it 2007 builds on the success of last year’s campaign but they have broadened the focus to include all kinds of abuse, including bullying. It is targeted at 11-to-16-year-olds, but also aims to reach children aged eight to 11.

This year’s Don’t hide it message is delivered through a range of media channels favoured by young people, including:
– Dedicated website
– Advertorials and advertisements in teen magazines
– Boys are reached through music, football and games magazines
– Teen websites such as,, and
– Radio advertisements
– A booklet called In the know to reach children aged eight to 11






Saatchi & Saatchi, London
Additional credits:
Production Company: Academy Films, London
Director: Nick Gordon

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