As you might have seen in the Metro this morning and after months of hard work by all those involved, today sees the launch of the much anticipated, brave and creative NSPCC Little Stars campaign.
Back in February, OMD UK was tasked by the NSPCC to go above and beyond TV to grow the successful Alfie brand response campaign which saw a little boy who was free to dream of becoming an astronaut from the help and support of the NSPCC – ‘Your donation can take a child anywhere’.
It started with a brainstorm, with the aim of tapping into the magic of Christmas and getting the public to support a really important and worthwhile cause in a key time of year. Our idea was to sponsor the 57th Christmas Lights Switch-On in London’s Oxford Street, where people will be able to donate £5 to name a Little Star for someone special in their life. In doing so, they will help the NSPCC in its mission to fight for every childhood and keep more children safe – ‘a child free from abuse is free to dream at Christmas’.
In order to rally the public to buy a Little Star and get them to understand the depth of work NSPCC do, we’ve launched with an 11 week Metro and Mail Online partnership. They will support the campaign by pushing to sell the lights with display ads each week, in-depth editorial content with celebrity ambassador support, branded content – watch out for more to come!
Facebook activity will help educate our audience of the campaign’s aim and help drive the all-important Little Star purchases. OOH activity across bus and underground formats will create buzz around London and Oxford Street in the lead up to the big switch-on. We’ve even got Hasbro involved as the official corporate partner of the campaign.
The day of the switch-on of the lights on 6th November will be the pivotal moment for the campaign, where not only will Oxford Street be closed to traffic for the evening, but this year for the first time it’ll shut down for the day. On the Kids Christmas VIP (Very Important Pedestrian) Day, there will be NSPCC experiential activity too. But we can’t give too much away yet though because that will just ruin the surprise and we’re most certainly not telling you which celeb is switching on the lights!
We shouldn’t forget the real meaning behind the campaign as the money raised from donations will go towards NSPCC’s helplines and national services which both keep children safe and help them recover when they have fallen victim to some form of abuse. Christmas should be a special time, where children’s dreams come true. But for many the reality is very different and this campaign is designed to help combat this and create more understanding of the crucial work NSPCC does.
Please visit www.nspcc.org.uk/littlestars to buy a Little Star for your loved one.