Together we can break the cycle. Full Stop.

http://www.youtube.com/watch?v=S1HoS4dOx54&feature=related

Physical violence is most likely to occur to children too young to call – 120 time more likely in babies less than 1 year old than 5 to 13 year olds

14 new school teams have been set up, providing independent listening and counselling services to children.

>9,500 children have been supported since 2000/2001.

Stellar Product

Help/support/advice for abused, abuser, witness of these Accessible/friendly

Customer value needs Safety/removing barriers Information/communication/education/empowerment Mentoring/confidentiality/sensitivity

Brand personality Caregiver, educator, teacher, trusted, hero

Vision Stop cruelty to children Eradicate child cruelty through education, influence, positive change

Cultural values Safety for children at the heart of all decisions Awareness and mobility Pride

Profound purpose Stop cruelty to children Educate, influence, change

Brand essence Empower and protect (care, safety)

Organising idea Stop cruelty, full stop

Unique competence Educating communities and personal support

Positioning Pioneering education to prevent child abuse

Business model Number of donors Marketing Budget ROI Government support Time, resource, volunteers

Integrated dashboard Attitudinal shifts Elevation of awareness Inbound calls, contacts Increase in funding/sponsorship

Double 5 w’s - Brand

WHOWHO

WORTHWORTH

WHYWHY

WHATWHAT

WHEREWHERE

Double 5 w’s - Consumer

WHOWHO

WORTHWORTH

WHYWHY

WHATWHAT

WHENWHEN

Strategy

To end cruelty to children through:

Reaching fathers and sons who are the abusers or the abused

Removing fear and break the abuse cycle

Encouraging communication and education

Customer Insight

Males do not discuss problems Male ego – “I can cope alone” Family unit breakdown Cyclical – abused becomes abuser Feel isolated – alone Victims feel dirty, shameful Alcohol abuse is closely associated to abuse 30% of calls received have told no one about the abuse Boys are far less likely to call than girls

Brand Insight

Challenging Innovative Determined Pioneering The rights of children Protection Raise awareness Support

Value proposition

Acute understanding of the support families require

Child safety Someone to talk to make it better Pioneering education to prevent abuse Only charity in UK focused entirely on

ending child cruelty

CodarIdea (6)Cruelty can stopEducation prevents crueltyIts ok to talk - help is available

Experience (4) Relationship building (3)Safe, confidence, in control Instilling confidence and trust, Not in fear, enlightened, removing fearIncreased self esteem you are not alone

Help (6) Sales activation (2)Group concelling Call for supportInformation packs Motivation to take part in educationCouncilling on call centres openess to learn/changeSchool - life studies, awarenessDrop in centres, role models

Pen portrait

Adam is 9 years old. He lives with his mother, father and 6 year old brother. He lives in the suburbs, within lower social economics. Father works full time, mother works part time, income of £30k. Adam’s hobbies are football and computer games.

His story: Dad is stressed from work, comes in late after going to the pub, argues with mum. Mum is stressed from work and house building. Adam wants time with his dad. Dad gets annoyed, has a short fuse and hits Adam away. Adam doesn’t understand what he is doing wrong, confused, angry. He tries to protect his brother.

He has no one to talk to.

Pen portrait

John is 30 years old. He lives in a high rise one bedroom flat. He looks after his 2 year old sons for weekends. He pays maintenance to the child’s mother. John comes from a broken home, was abused as a child by an alcoholic father. He has no siblings.

His story – He has no support when looking after his son. Lack of parenting skills. He shouts at his son when he cries. John does not see an issue with this as it was how he was treated.

He has no one to talk to.

Creative brief Background

Currently mother focused – need to shift awareness to male Always sort to change attitudes and behaviours of parents to promote positive parenting and provide advice

and support Brand positioning

Stop cruelty full stop Pioneering education to prevent child abuse

Role of communication type Generate awareness that help and education is available Eliminate cruelty Child cruelty is wrong it can be stopped

Clients objectives To reach sons and fathers To help fathers understand and improve children's development through communication

What do consumers think about the product Unaware, denial, ignorance “I was smacked, it is ok to smack” Its ok for girls, not me Don’t discuss for fear of consequences, care, prison, domestic breakdown

What do we want the consumer to think Helpful, educated, confident, trustworthy, support You are not alone, we can make a difference I need help I know where to go Abuse is wrong

Creative brief What do we want them to do

Stop hurting children Communicate, contact support, confide Seek help, educate

Why should they believe All calls are confidential What you are doing/receiving is abuse Case studies of proof NSPCC care about children – nationally known

How should we speak to them Empathetic Gentle – reinforce love Understanding – relating to experience

How will the work be critiqued Evaluation of objectives Call volumes, awareness Is it on brand? Are we sticking to message Unity of message across media

In many casesAn abused childWill become anabuser

The abuse cycle

Through communication,Education and support theCycle can be broken

Together we can break the cycle

Billy will be the website character that boys areEncouraged to talk to

Spokespeople

Perry Fenwick who plays Billy Mitchell in Eastenders will be the spokesperson for this campaign

Touch pointsChannels Father SonTV    

Newspaper    

Magazines (Press release)    

Door to door    

Website (online chat/support)    

Viral    

Pubs    

Schools    

Sponsorship    

Celebrity spokesperson    

PR    

Local Council    

Hospitals    

Paternity pack    

Football    

Events    

Posters    

Customer Journey - BoysTV

-Cartoon Network- Nickelodeon

- Advertising and Sponsorhip- Featuring Billy

TV-Cartoon Network

- Nickelodeon - Advertising and Sponsorhip

- Featuring Billy

School Posters-It’s safe to talk

- It can get better- Visit the website to meet

Billy

School Posters-It’s safe to talk

- It can get better- Visit the website to meet

Billy

Website – landing pageSpokesperson video talking

To kidsOther childrens storiesHow NSPCC can help

Website – landing pageSpokesperson video talking

To kidsOther childrens storiesHow NSPCC can help

Online ChatFriendly Support

Billy cartoon character the chatOnline to

Online ChatFriendly Support

Billy cartoon character the chatOnline to

Phone Calls Support Centre

Phone Calls Support Centre

Customer Journey - Fathers

TV-Advertising

-Sponsorship

TV-Advertising

-Sponsorship

PUB- Toilet Posters

- Coasters

PUB- Toilet Posters

- Coasters

Outdoor

Bus / Rail Poster

Outdoor

Bus / Rail Poster

Football Clubs-Posters

- Sponsorship-Links on club website

Football Clubs-Posters

- Sponsorship-Links on club website

WebsiteChat / Support / Information

WebsiteChat / Support / Information

Phone Calls Support Centre

Education Pack sent

Phone Calls Support Centre

Education Pack sent

Media timingsNov Dec Jan Feb Mar Apr

PR WebsitePress - Sunday advitorialSpokespersonTVBus rails PostersSchool/ hospital postersDoor to doorFootball

Media funding split

TV 35% Posters 15% Press 10% Celebrity spokesperson 10% Website 5% Door to door 15% PR 10%

video