# Kids IRL campaign shines light on NSPCC’s online work with children

- Link: https://fundraising.co.uk/2020/03/09/kids-irl-integrated-campaign-shines-light-on-nspccs-online-work-with-children/
- Published: 2020-03-09T08:00:07+00:00
- Author: Melanie May

**NSPCC has brought together its brand and fundraising teams to launch an integrated
campaign focused on its work with children online.**

With 74% of the organisation’s counselling now taking place online, [Kids in Real Life](https://www.nspcc.org.uk/what-you-can-do/make-a-donation/kids-in-real-life)(
Kids IRL) focuses on how children often mask their true feelings in their digital
lives and how [NSPCC](https://www.nspcc.org.uk/) works with them on digital channels.

The campaign, developed by [Open Creates](http://opencreates.com/), launched on 
4 March and builds on the cartoonish ‘memoji’ imagery that children use to represent
themselves online. The smiling, positive faces are then stripped away to reveal 
the suffering of the children NSPCC seeks to help.
 _[Video at https://www.youtube.
com/watch?v=AdzWEHwn1E no longer available]._

## Advertisement

The campaign is primarily online with support from press and out of home. The media,
which was planned and bought by [OMD](https://www.omd.com/), targets parents of 
school age children.

![NSPCC Kids in Real Life campaign poster](https://wfay6x.infiniteuploads.cloud/
2020/03/NSPCC-KIDS_IRL-Press-Image-01.jpg)

_NSPCC Kids in Real Life campaign poster_

Viewers are being asked for donations but there are also other ’ways in’ to the 
campaign including KIDS_IRL merchandise and the opportunity to support NSPCC’s advocacy
work. These offers, as well as a range of content, will be woven into bespoke journeys
for respondents with the goal of securing longer term support.

![NSPCC Kids in Real Life campaign poster](https://wfay6x.infiniteuploads.cloud/
2020/03/NSPCC-KIDS_IRL-Press-Image-01.jpg)

_NSPCC Kids in Real Life campaign poster_

Sonia Triki, Associate Head of Acquisition & Products at NSPCC said:

> “I’m hugely proud of the work we’ve produced. Childhood has changed and so has
> the NSPCC and I think this campaign really nails that.
> “I’m also excited about how brand and fundraising have worked together to maximise
> impact. The public doesn’t differentiate between our communications and, by working
> together, we’ve created something that I believe will drive donations and boost
> our brand.”

Jamie Tierney, Creative Director at Open Creates said:

> “This has been such a great project to work on. I remember the impact of their‘
> Full Stop’ campaign twenty years ago. I really feel like we’ve brought the organisation
> back to that creative edge – positioning the brand as ultra-relevant while also
> stirring people to play their part in this vital work.”
>  

 * **[Institute to hold conference on integrating fundraising and campaigning](https://fundraising.co.uk/2008/09/05/institute-hold-conference-integrating-fundraising-and-campaigning/)**(
   5 September 2008)
 * **[Maximising the value of events](https://fundraising.co.uk/2013/02/18/maximising-value-events/)**(
   18 February 2013)
 * **[Children help Plan International UK create latest integrated fundraising campaign](https://fundraising.co.uk/2019/02/26/children-help-plan-international-uk-create-latest-integrated-fundraising-campaign/)**(
   26 February 2019)