Campaign Direct Finalist - Broadcast
John Caples Awards - Finalist x2
The NSPCC’s ‘FULL STOP’ campaign was one of the most successful charity campaigns of all time.
Out of the many pieces Robbie created for this long-running campaign, we’ve picked three to include here.
Firstly, a DRTV ad – ‘Just Children’ – directed by Shona Auerbach, featuring ‘This Woman’s Work’ by Kate Bush (our target market were mothers) and a voice over 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.
Secondly, the Apology pack. This also beat an ‘unbeatable’ control and ran for six or seven years. Drayton Bird once wrote to say he used this letter in his workshops around the world as an example of good fundraising copy. Robbie was asked to write about how he wrote the letter (meta) for the SOFII fundraising website.
Finally, we’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.
Agency: WWAV Rapp Collins