# NSPCC Christmas appeal tackles sexual abuse

- Link: https://fundraising.co.uk/2017/11/14/nspcc-christmas-appeal-tackles-sexual-abuse/
- Published: 2017-11-14T07:05:19+00:00
- Author: Melanie May

**The NSPCC has launched its Christmas appeal, which this year focuses on sexual
abuse.**

 

The DRTV ad launched on 6 November, and juxtaposes the joy and magic usually associated
with Christmas with the experience of a child who is being sexually abused and suffering
in silence. The integrated fundraising campaign also includes direct mail and digital
display advertising and has been created by GOOD Agency.

## Advertisement

 

The campaign kicks off a new partnership between the [NSPCC](https://www.nspcc.org.uk/)
and [GOOD](http://www.goodagency.co.uk/), which the charity has appointed as its
lead fundraising agency, and is intended to create a step change in the NSPCC’s 
fundraising approach. The focus is to develop an audience and insight-led approach
to fundraising that leverages the brand positioning ‘Every childhood is worth fighting
for’ to grow support and income.

 

Catherine Cherry, Head of Fundraising said:

 

> “1 in 20 children experience sexual abuse and 1in 3 don’t tell someone about it.
> So, when a child is ready to break their silence, it’s important that we are there
> to listen – even on Christmas Day. A child contacts Childline every 25 seconds
> and right now our counsellors can only respond to 3 out of 4 children who need
> our help. The NSPCC relies on the public for around 90% of income and Christmas
> is our biggest appeal of the year”.

 

Good’s Creative Director, Reuben Turner commented:

 

> “We’re so proud of the NSPCC for wanting to tackle the one of the biggest challenges
> children face, head on. It takes real bravery for children to disclose they’re
> being abused, especially at Christmas. We want to make sure NSPCC has the funds
> to be there for every child who does.”

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