NSPCC Protects Children’s Freedom to Dream
Inspired by the simplicity of a child’s dreams and imagination, Leo Burnett London’s newest spot for the National Society for the Prevention of Cruelty to Children (NSPCC) takes us to the moon and back with “Alfie the Astronaut.”
The TV ad kicks off a brand campaign under the NSPCC’s new tagline, “Every Childhood Is Worth Fighting For.”
The film takes us inside the imagination of Alfie, a boy who dreams of being an astronaut. We follow Alfie’s mission to the moon as he recounts the domestic violence and physical abuse he and his mother suffered – and the invaluable support he received from the NSPCC. The spot ends with Alfie, safe and sound in the real world, already dreaming toward a brighter future.
The campaign comprises TV and fundraising components. Social media efforts encourage people to donate to the children’s charity and to show support with the hashtag #EveryChildhood.