The NSPCC’s ‘FULL STOP’ campaign was one of the most successful charity campaigns of all time. I managed the day-to-day running of the appeal for five years.
Out of the many pieces I created for this long-running campaign, I’ve picked three to include here.
First, the Apology pack. This long letter beat a long-standing control and became a control itself for six years. It must have been one of the most successful pieces of DM in the noughties. Direct Marketing legend Drayton Bird even wrote me a letter about it (attached - ink blots my own). I was also asked to write about how I wrote the letter (meta) for the SOFII fundraising website.
Second, I’ve included one of the most successful donor mailings of the campaign – which used a crayon to fundraise for the NSPCC’s Therapeutic Services. The pack featured in the ‘Directory’ creative annual. I’ve included it because I’m proud of the letter.
Finally, a DRTV ad – ‘Just Children’ – directed by Shona Auerbach, featuring ‘This Woman’s Work’ by Kate Bush (our target market were mothers) and a VO by Michael Sheen. This ad achieved a 35% uplift on response and a 12% uplift on ROI against a seemingly unbeatable 9 year control (“Miles is a quiet baby…” ) and was a Campaign Direct finalist for Broadcast.
Agency: Rapp