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.

 
Announcement 300x250.gif
 

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

Previous
Previous

ALEXANDER WANG x H&M

Next
Next

SPOTIFY