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How effective are NSPCC's shock banner adverts?

How effective are NSPCC's shock banner adverts?

Chris Perry wonders how effective the NSPCC’s shock tactics are in the charity’s banner ad campaign.

Chris Perry, joint director of DNA Consulting, comments on the NSPCC’s current banner ad campaign which supports its Full Stop campaign. The adverts complement the TV and poster campaign which tries to depict child abuse using a cartoon child in a live action home.

“This whole campaign is about as hard hitting as it gets and the banners don’t let up,” says Perry. However, he wonders how effective such shock tactics are on the Web where there are too many distractions and excuses to ignore such powerful messages. “Maybe use of a richer online medium – pop-ups or drop-downs – might have helped,” he suggests.

A keen advocate of using the Web for charitable activity, Perry believes that the Web “could be such a strong medium for providing detailed information that illustrates the connection between the user action and the resultant benefit for the charity… Giving [people] real detail of how they’ve made a tangible different could be a way to cut through.”

Howard Lake is a digital fundraising entrepreneur. Publisher of UK Fundraising, the world's first web resource for professional fundraisers, since 1994. Trainer and consultant in digital fundraising. Founder of Fundraising Camp.

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