Media course work on NSPCC

How effective are two NSPCC adverts in their aim to raise awareness of cruelty and abuse to children and to raise financial donations to their organization?


NSPCC is a pressure group that helps to protect children from abuse whether it be physical, mental, emotional and sexual. I have looked at two of their television adverts, one is called “Help end child cruelty with a click” and the other advert is called “NSPCC child’s voice appeal T.V advert”. Both of these adverts are about how we can help the NSPCC and children who are suffering form child cruelty by sponsoring them as little as two pounds per month.


The first TV advert that I looked at was “Help end child cruelty with a click”. This TV advert started off from a happy school girl running down a school stair case turning out to be an abused victim at the end of the advert. The day was a good bright day until she went into to her house when it was a dark passage way which was showing an ominous sign. Throughout the whole video the girl was mentioning a phrase “Click” and every time she mentions this phrase something good and magical happens. For example first time she says it a toy giraffe starts following her in the park while she is skipping. Second time she says “Click” an apple falls down from a tree with a parachute and the girl catches it. She then catches a bus by herself and her hair has become blond like a Barbie doll’s hair and she is happily munching the apple.  The third time she says “Click” next to a river stream lots of toy fishes are jumping around. Fifth time she says “Click” under a dark walkway all the lights start to on one by one. The last time she says “Click” is when she is in her tidy bedroom and when she hears foot steps approaching her bedroom nearer and nearer; it does not stop. This shows that the foot steps are an evil sign, therefore, something terrible is going to happen.


This TV advert uses close up video shooting especially when the advert is trying to show a negative sign. For example when the girl goes in front of her black, house door when the camera zooms in the door and in the girl’s face staring at the black door. The colour black also shows a dangerous sign. When the girl was going into the house she had a look of fear. This means that something bad is going to happen to her when she is going to go into the house or that she is scared of someone in her house. When she enters the house she comes in quietly trying to not make a sound and goes straight to her room sitting on the bed alone with the door shut as well as being frightened. She hears foot steps coming next to her room, therefore, starts saying the word “Click” every time but it does not help and does not make the foot steps go away but throughout the advert when ever she said the word “Click” it benefited her. This means that something she wanted to happen actually happened. Before her bedroom door opened the audience sees a view of all the magical toys she had conjured up sitting in her armchair. She had a frightened face and when the door just opened the video ended and the narrator started speaking. The narrator said “she can’t change things with a Click but you can at”. At the end of the advert it had the “” website a computer mouse Click going on to it. The moral of the TV advert was that if we know child cruelty and abuse are going on any where we can be the full stop with a “Click”.


The second TV advert that I looked at was “NSPCC child voice appeal TV advert” the whole advert was commentated by a narrator. The whole video had the NSPCC logo on the bottom left and the free telephone number on the bottom right with small writing of the website under the telephone number of the NSPCC. The first part of the video it showed a small girl scared under her bed trying to hide, furthermore her mother coming upstairs with angry footsteps looking for her. Her mother was screaming “Milly!”…. “Get out her now”, then showing the little girl Milly getting even more scared, therefore, starts crying. The house was very dark, not showing a positive sign. The narrator says “If Milly had a voice, she’d ask for help. She needs someone she can tell when her mom is angry”. This shows that her mother probably has some anger management problems, therefore, needs some special help. 


The second part of the video had a little boy toddler, maybe around 1-3 years of age outside a house with the door closed and next to refuse bins on a pram left alone in the cold. The timing was approaching dusk which shows it was starting to get dark. In the back ground you can hear dogs barking and the narrator says, “If Joel had a voice, he’d ask for help. But he needs an adult who will speak out to protect him.” This shows that he is left alone and can not speak yet so he needs an adult who can speak for him, therefore, protect him. At the end of his scene the camera zooms out showing a house with lights on and him next to a lot of refuse bins feeling cold as well as being speechless. At the bottom of the screen at that time had a little fact message saying “A child dies form cruelty every week in England and Wales”. This shows that NSPCC is using facts to get their message across.


The last part of the video shows a normal day for a school girl coming out of the school doors happily and skipping on the way until she gets into the car door and sees a man that she did not expect to pick her up, most probably her step father or mum’s boyfriend . She goes from having a happy face to presenting a scared one. The man central locks the doors and drives off with her and the girl is looking out of the door and at the lock seemingly frightened. The narrator says if “Sophie had a voice, she’d ask for help, too. But she’s scared her mum won’t believe the things he does to her“. This shows that he does abusive things to the little girl, in a way it will hurt her but she is too scared to tell her mother. At the end of her scene another factual message comes up at the bottom of the screen saying, “Every year our help lines answer over 2.4 million calls”. This shows that there are a lot of people who need NSPCC help every year.


Near the end of the video they show the children who need NSPCC help one more time. The narrator says “By giving £2 a month, you can make sure we’re here whenever a child cries out to us for help. Call 0800 408 39 00... To give £2 a month to the NSPCC’s child’s voice appeal. So no child suffers in silence”. This i shows an advert that is trying to persuade advert viewers to sponsor them £2 pound a month.


In conclusion, I think that both adverts are compellingly effective. This is because for the first video it is saying to us viewers that with a “Click” we can help someone from child cruelty, therefore, if we know a child who is suffering from child cruelty we should tell the NSPCC so they can give advice or even help. The second video was advertising to us that we need someone that can be always there and help to stop child cruelty by showing us three quick stories. They were even advertising us to sponsor them £2 a month to make sure there is always someone their to help all these poor children’s that is suffering from child cruelty. Many children nationwide and worldwide suffer greatly from a variety of abuse.  The two adverts are only the tip of the iceberg.  The NSPCC are fully stretched financially in their endeavor to reduce child abuse and its causes.  They can only exist with financial donations from the general public.  Two pounds a month, even in this period of a credit crunch, is fairly minimal.  Most people can afford to pay such donations.  Most people like children and will fell emotionally upset and distraught at theses short extracts and will feel they should do their bit to help the battle against child abuse.  I feel, overall, both adverts are effective in their quest to eliminate this unacceptable level of child abuse.