The U.K.'s NSPCC (National Society for the Prevention of Cruelty to Children) has used some hard-hitting tactics in its time to highlight child abuse and cruelty. But this latest spot takes a more optimistic approach, with a message that's about how helping kids can make a difference to their later lives.
As a child, Alfie, describes how his mother's partner was violent towards her, and ultimately him, we see him dressed in a space suit and excitedly undergoing all kinds of astronaut training. He's imagining his future, and the charity's new tagline, Every Childhood is Worth Fighting For, underlines this message of hope. The endline is "Your donation can take a child anywhere."
The campaign, which forms part of a rebrand for the charity, was created by Leo Burnett London and directed by Chris Hewitt through Knucklehead.