The NSPCC (National Society for the Prevention of Cruelty to Children) in the UK are running an advertising campaign, calling members of the public to join a movement to end cruelty to children through the bethefullstop.com web site. A young girl in school uniform, played by nine year old Lucy Gillbanks, uses her imagination on the way home to manipulate her environment. She clicks up a toy giraffe for a companion, clicks down an apple with a parachute, rides on the bus with a blond wig, clicks up fish from the lake, and animates her shoes. But when she reaches her home no click will take away the fear she experiences.
The voiceover: “She can’t change things with a click. You can at bethefullstop.com
The text: “Cruelty to children must stop. FULL STOP.”
Click on the image below to play the video in YouTube
The NSPCC Click ad was developed at Saatchi & Saatchi, London by executive creative director Kate Stanners, creative directors Paul Domenet and Brian Connolly, copywriters/art directors Julian Andrews and Eoghain Clarke, and agency producer Kate Hardwick.
Filming was shot on a handycam by director Sebastian Strasser via Blink, London. Post production was done at The Mill, London. Sound was designed at Wave Studios, London. Music was the responsibility of The Works.