This document analyzes a radio commercial for the charity Kids Company. The commercial aims to raise awareness about abused children in London who may spend Christmas alone without donations. It uses the voices of a young boy and older woman from London to seem more relatable. The boy speaks casually about his excitement for Christmas to downplay the abuse and encourage donations, while the woman provides the call to action. By using a child's voice and mentioning Christmas, the commercial aims to make people feel guilty and donate to alleviate that guilt. It likely gained approval for airing by complying with regulatory guidelines regarding the portrayal of children in charity advertisements.