NSPCC ‘Every Day’ A Not-So-Innovative Innovative Campaign Lorrin Braddick, Head of Creative / Film & Animation Manager - NSPCC

1. NSPCC ‘Every Day’ A Not-So-Innovative
Innovative Campaign
Lorrin Braddick, Head of Creative / Film & Animation Manager - NSPCC
Thursday 13 June 2019

2. 1. The Initial Brief ( back in July17 )
What:
A 2-3min core content film, ‘Prevent, Protect, Transform’
What is core content? Self-commissioned by film team, multiple use, across organisation,
wherever there’s a gap… basically somewhere between a brand film and infomercial.
Why:
Explaining what we do – lack of understanding in public, traditionally not great at talking
about it in a wider context, encompassing multiple fronts & services... it’s a big multi-
headed beast.
How:
3 Angry Men (www.3angrymen.com) pitched idea of shooting scripted film with real
practitioners delivering lines, combining this with practitioner interviews, so in the edit get
case studies AND brand film out of it.
We also needed photography, have a small core content photography budget, so bundled it
all together.

3. 2. The shoot plan…
• 4 days shoot, with photographer along each day.
• Mixing actors & real practitioners / volunteers
• Mostly using real NSPCC locations (service centres, schools)
• But shooting it in relatively high end style; commercial-doco
So getting:
• 2-3min brand film
• 4 x Case Studies (service films)
• Bank of photography of 4 services

4. 3. Initial output
'Protect, Prevent, Transform’ 2min brand film
Speak Out Stay Safe, case study, 3min
Letting the Future In, case study, 3min
Childline, case study, 3min
Baby Steps, case study, 3min
+ photography, across all 4 set ups.

5. https://www.youtube.com/watch?v=Be3vW35y2lQ

6. What was really great about this is gave us much more emotive visuals to
accompany case studies – actors in scenes that related to a real story.
so
• Explains service in human way
• Practitioners that can tell the story, know what to make anonymous &
can show expertise, but also be human. They’re a conduit to the
emotion.
• Shows NSPCC in good light (through practitioners)
• Gets us around issues of child actors telling story & lack of access
• Services love it
Eg. Letting The Future In, Case Study (excerpt)
4. But the case studies…

7. https://www.youtube.com/watch?v=7l2Nc0meQlA

8. 5. The TV cutdowns ( Jun 18 )
Off the back of that, marketing team pushed for a brand campaign, and we secured
budget to make TV versions.
Scripting in house, lots of different VO ideas… (a) practitioner voices, (b) traditional
single VO, (c) single VO young person (northern teen?), (d) multiple-voices
• Tried them out, recorded dif versions – actually put the money into recording and
trying dif versions
• Tried various edits, how does it work over 60sec? Over 30sec? had to lose one of the
scenes altogether, had to short-cut the story, but emotional core stayed the same.
• Ended up making a 60, 40, 30 & 20 TVC (3AM working with us all the way, prep for
TV & put through Clearcast etc)
60sec TVC played out in peak-time break between ‘Educating Huddersfield’, various
other slots for 40”, 30” and 20”.

9. 6. Then social & other cuts…
Reworking them for online – brought the project in-house, adding in titles (assumption of audio not
on), bringing in a hook up front (pushing the 1 in 5 stat), reformatting for square and vertical format.
Used for organic social & paid social (various 60, 30, 20sec versions)
Also got re-used in a variety of ways across organisation: successful KPMG partnership bid,
Homebase bid, Adison Lee in-car content, thank-you films, training & induction days, meeting with
new donors, etc.
Social media, unpaid & organic (posts/stories)
Social media, paid marketing
(Instagram, Facebook, etc)
'Unruly’ In-article & In-stream,
basically VOD (so 16:9 format, but not
assuming audio on)

10. 7. Some results
Campaign exceeded regular giving target, didn’t hit its cash donation targets… but it was never
really designed to be a fundraising campaign, it’s a brand campaign.
• The 20sec on social did well on conversions, paid Facebook cuts did well (3m views).
• Saw an 90% uptick in volunteers for School Service and 45% volunteer application for Childline
(wasn’t the aim, but nice!).
• 48% increase in website visits, better click through for donations than past campaigns.
• The most successful we’ve seen on any brand campaign in terms of ‘joy’ (how we measure
social sentiment). So; likes, shares and engagement were much higher than normal.
• Didn’t hit TV ratings targets, but was a tough slot and still performed better than last 2 brand
campaigns.
• Internally, good response, lots of buy-in from services & fundraisers, showed we could do it.

11. 8. Six months later…
Repeated the formula, but just around subject of neglect. Not for TV, just online. Brand
film, practitioner films & some paid social.
Sections got used on regional news (as part of big push around neglect), imagery used
for the Xmas campaign.
Out of one of the case studies, made a 60sec ‘Tracey’ Helpline film, just for paid social
over Facebook.
This was 60sec of practitioner, no kids in it… best result ever in terms of donations over
Facebook and Instagram, exceeded donation targets, using same formula.

13. 9. Back to the source.
Just now, almost 2 years later, returning to the Every Day case study films, re-cutting
them using Tracey formula, putting out as 60sec for paid social, formatted properly (4:5,
subtitles, hook up front etc)
About to use them over paid social, as part of always-on strategy, see if they perform.
Eg.
Chris Dyas ‘Letting The Future In’, 60” Social

14. 10. What learnt?
• Practitioner interviews, over social, can perform. And it doesn’t have to be
15seconds long. Just takes a lot of prep work, finding the right people & the right
story.
• In and out house – using best of both worlds, play to strengths. Working closely with
supplier… wouldn’t have been possible without 3AM.
• Mixing real people and actors… tricky, but doable as long as you’re realistic.
• Photography & film side-by-side (pros and cons)
• Testing out new fundraising platforms, with films properly optimised for them - it’s not
just about DRTV any more.
• Don’t assume you know what will work, but follow hunches. The ‘Iterative approach’
- try something, learn form it, tweak it, try it again, RINSE IT. Squeeze the value out of
it.