NSPCC
Stories of protecting children in a pandemic
Brief
Write and design the summer 2020 edition of SmallTalk, our first, high-profile supporter newsletter of the coronavirus pandemic.
Challenge
To convey the scale and complexity of the challenges facing the NSPCC – for its services, supporters and children – at a time when the full implications of coronavirus on children’s welfare and wellbeing were still being understood.
Solution
Stories. Inspirational stories of fundraisers overcoming lockdown restrictions to raise money in highly creative ways. Moving stories of children who found themselves isolated in unhappy homes, removed from school and support networks, and anxious about the virus itself. Stories of ingenuity and collaboration as services moved online and corporate partners stepped in with vital know-how.
The design and copy worked hand-in-hand, as we worked with the NSPCC brand to develop clear, coherent, approachable page layouts. We also worked closely with the client team to make sure content was as up-to-date as possible – including making last-minute structural changes to get the emphasis for supporters just right.
Result
A hugely productive and satisfying agency-client collaboration. Small Talk isn’t explicitly about raising money, but it still beat its income target by 61%. It also exceeded its response target by 55%, which as the client said, was “a real testament to what a great newsletter this was”.
It beat its income target by 61% and also exceeded its response target by 55%, which as the client said, was “a real testament to what a great newsletter this was”.
