NSPCC uses Butterflies for Child’s Voice

NSPCC is working with Saatchi & Saatchi London and Avenue A Razorfish to build awareness of its three year long Child’s Voice Appeal for £50m to help fund the improvement and expansion of its helplines and online counseling service. The campaign is focused on the concept of butterfly ears, a concept described by children and young people when consulted during the development of the campaign. The campaign aims to deliver a strong and heartfelt call to the UK by making people aware of the need for money to improve and expand ChildLine and the NSPCC Helpline.

Butterfly and child in NSPCC TV advert

The ad depicts the journey of a butterfly (whose wings are made up of two ears) through a city, searching for a child who needs to talk. On its journey we see a variety of children and young people enjoying their free time and benefiting from the presence of their own “butterfly ears”, always there to listen to them. Viewers are asked to “help us listen to every child’s voice” and are directed to the Child’s Voice Appeal web site, childsvoiceappeal.org.uk.

Click on the image below to play the video.


The Child’s Voice campaign was developed at Saatchi & Saatchi London by creative director Kate Stanners, copywriter Matthew Skolar, art director Philippe Fass, planner Jane Cantellow, account handlers Laetitia Rennie and Liz Griffiths, agency producer Rebecca Williams.

Media planning was handled by Sheila Bowden at Zenith Optimedia.

Animation was designed at 1st Avenue Machine and Passion Pictures by director Aaron Duffy and director of photography Richard Stewart.

Editor was Aaron Duffy at Peep Show, London. Post production was handled by Framestore, London. Sound was designed at Wave Studios, London.

The music chosen for the spot is by London band Tunng via Full Time Hobby record label.

The Child’s Voice web site, developed at Avenue A Razorfish, introduces visitors to the and explaining how the money raised will enhance the service.

Butterflies in NSPCC web site

The rich media advertising will feature on sites including an MSN homepage takeover, a first for the NSPCC. Zed Media are responsible for planning and buying.

John Grounds, director of communications from the NSPCC said, “The campaign this Autumn shows exactly how important the Appeal is so that children can have someone to listen to them. It demonstrates in a poignant yet uplifting way what the success of the appeal would look like for children, and with a very fresh approach.”

Kate Stanners, creative partner at Saatchi & Saatchi concludes, “As ever, we’re incredibly proud of our work for the NSPCC. This latest campaign covers a difficult but especially important subject, in a sensitive and, ultimately, uplifting way. We believe it will be an inspiring call for people to get involved.”

Chris Perry, joint managing director of Avenue A Razorfish said, “Digital allows the NSPCC to extend the conversation after the TV burst and mobilise the audience to take part in this important appeal.”

The 30 second TV ad will run for two weeks from 22 September on mainstream and satellite channels to launch the campaign. The activities for the NSPCC will also feature digital outdoor work which will appear in London Underground stations, launching in early October.