The Full Stop campaign is the NSPCC’s most ambitious campaign in
its 100-year history. The campaign has one simple aim - to end cruelty
to children within a generation and enlist every individual and
organisation in the country in its efforts.
The campaign was launched with a television advertisement on 16
To maximise positive coverage of the launch over a two-week period. To
support marketing activity, such as the national door-drop of the pledge
and the advertising campaign.
The first part of the campaign was the desk launch of the Full Stop
campaign, timed to coincide with the start of TV advertising - a series
of chilling advertisements highlighting the ways children are
This story concentrated on the serious messages about the aim of the
campaign, and the engagement with Government, private sector, voluntary
and statutory agencies in a bid to end child cruelty.
Five days before the launch, a press pack was mailed to the media with
an embargo until 15 March. Special press releases were also sent to
journalists working in areas such as black, Asian and youth media.
Journalists and columnists were invited to personal briefings prior to
the launch, and key NSPCC personnel were made available for broadcast
interviews to be recorded in advance. Tapes of the advertisement were
also sent to the broadcast media.
The second story given to the media coincided with the appeal launch a
week later. Taking a more light-hearted approach, this concentrated on
the appeal - not for money, but for signatures pledging support. Among
the first to sign were Prince Andrew, Tony Blair, Cilla Black and Baby
Spice Emma Bunton, who also appeared in a celebrity photocall.
Further photocalls were arranged, featuring the England football team
two days before they played against Poland, and Sarah Ferguson, Prince
Andrew and their daughters.
In the national newspapers alone, there were 67 pieces of coverage
during the launch period, including features, news stories, letters to
the editor, photographs in news and sports pages, opinion columns and
features in special sections like the Guardian Media supplement.
Broadcast coverage was also widespread. The BBC, for example, covered it
from the Today programme in the morning to the Nine O’Clock News in the
evening. GMTV interviewed Emma Bunton and did two live broadcasts from
NSPCC National Centre. ITV and Sky TV both featured on-air pledge
There was also mass support from the regional media.
Who could have failed to be aware of the NSPCC campaign? With overall
supportive coverage, the idea of engaging with all sectors of society
has been undeniably effective.
The two stages worked well, with the serious message of the first stage
being followed up with a positive ’you can help’ message in the
PR Teams: NSPCC media office, supported by Saatchi and Saatchi, Hobsbawm
Macaulay, Shandwick and regional agencies.
Campaign: NSPCC Full Stop campaign and appeal.
Timescale: March 1999.