Calpol x NSPCC
Online campaign to announce the partnership of Calpol and NSPCC in 2019.
#strategy #concept #copywriting #content #digital
Instead of focussing on the victims of abuse, we focussed on the heroes of the story, the Helpline counsellors.
In 2019 Johnson & Johnson’s Calpol (children’s medicine) was supporting the Helpline of the NSPCC, The National Society for the Prevention of Cruelty to Children, and wrote out a pitch for the announcement of the partnership, which we won.
The challenge lay in marrying the two leading brands in communication: abuse is a tough subject to fit into Calpol’s ‘Not Normal’ brand strategy, which is around children acting weird, as they do when they are not ill.
My mummy is a super hero
To resonate more with parents we hero the NSPCC Helpline counsellors from the point of view from their child. They tell how their parent has created a safe and happy home where they can be themselves. The child would then tell about their parent’s job at the NSPCC Helpline, where they help children who aren’t as lucky as they are. We would close with the parent coming home after a day at the helpline giving their child an intense hug, a natural response for parents who hear about cruelty towards children.
I wrote 3 hero films of 30 seconds featuring different parent/child combinations (boys/girls, mum/dad, 4/6 years olds). I took inspiration from the Calpol brand films choosing activities for the parents and children to do together, showing a happy and varied home life.
Cut-downs
The campaign was split in an announcement phase with online display ads and a hero phase with the 3 30” films. The announcement ran with cut-downs on Instagram Stories, Youtube 6” bumpers and display.
Creative Agency: UM Studios
Creative Director: Marcia Siebers
Art Director: Greg Lennox
Copy Writer: Marcia Siebers
Media: Lawrence Dodds, Megan Davies, Louise Laugenie
Production Company
Director: Rebecca Gower
Camera: Andy Jackson
Editing: Matt D’Urban-Jackson, Richard Mitchell
Animation: Andrius Alciauskas
Head of Production: James McAllister
Production: Jo Kilvington & Holly Bedwell