nspcc: writing for every childhood
Copy | Branding | OOH | Social | Film | Direct Mail | Fundraising Products | Emails | Guides | Handouts | Funding Applications | Infographics | Chatbots | Online Training | Internal Comms
This was the hero line I wrote for the NSPCC’s 2020 Christmas OOH campaign.
writing for every childhood
I spent 7 months fighting (read: writing) for every childhood at the NSPCC. It’s a charity that means a lot to me as I was the kind of kid who needed their help, so I gladly wrote reels and reels to help make more children safe, happy and protected.
Some of my fave work didn’t go live (classic), but I’ll show you a few live bits…
This was the outer envelope of the pack.
LAST YEAR, OF ALL YEARS
First, a big thank you we sent out (aptly named the ‘Jan Thank You’) to supporters who stuck with us during a pandemic. This is probably my fave of the live stuff. Partly because it was a supporter’s fave, too:
“As an NSPCC supporter, I received this in the post yesterday and I just wanted to say how much I love it! Well done to the team who made it. I think it's the best piece of NSPCC supporter material I've received!”
But mainly because it raised £85k!!! (against a target of £21k and usual income of £11k).
The team also described it as: “The best loyalty campaign they’ve run in years.”
Here’s the booklet part of that pack:
KICK THE CAFFEINE
I also launched a fundraising product pilot called Kick the Caffeine, which asked people to give up caffeine. In January. During a pandemic. Yes, really.
I concepted and wrote all the campaign-y bits that get people signed up and keep them going. Things like:
Social stills and films to get people signed up
Social stickers so they could get their pals to donate
Emails and a special KtC calendar to keep them kicking
On the right you’ll see one of the simple films we made and below are some email banners.
The campaign was a success! And is now a yearly running fundraiser :)
EVERYTHING ELSE
I reckon I wrote, edited, reviewed and proofed an estimated gazillion words for the NSPCC (using 3 overarching brand guides and various sub-guides to talk specifically, and differently, to a whole load of audiences).
Some stuff I did:
Made posters like the ones on the right
Have a quick flick
Got organisations to support the NSPCC
By writing applications that demonstrate just what a great cause it is (it really is!). My writing secured £1 million of funding from Omaze for the fight in 2021. And should mean even more funds for the fight in the future. F***, yeah!
Educated people who protect children
From parents to carers, to volunteers, teachers and professionals. I worked on teaching tools for schools, emails, infographics, guides, handouts, etc, etc, all aimed at helping them keep children safe.
Wrote stuff for the not-so-mean, green, NSPCC machine’s eyes only
Internal comm’s bits like email signatures, blog posts, infographics and invitations.
Made stuff for their stellar supporter base
Emails, mailings, chatbots — you know the drill!
Chatted to kids
The NSPCC has loads of amazing services, tools and info’ that kids can use, but they don’t always know about them. I helped make sure they do.
Guarded the NSPCC brand like it was my child
Fighting for every childhood means fighting for the brand.
Made sure the NSPCC’s story was (and, hopefully, still is) strong
The NSPCC is a bloody mammoth organisation, with A LOT of ‘cooks’. So, each campaign needs a simple guide to make sure everything has the same ‘flavour’.
If you you’d like to have a gander at some other words I wrote for the NSPCC, swing me an email. Let’s chat :)