The National Society for the Prevention of Cruelty against Children – Phew!

A great example of how charities, when infused with marketing and branding, creates a tool powerful to stop people from dying! This organisation has the starkest and most memorable ads I have ever seen created for a charity. And not to mention their tagline – Cruelty to children must stop. FULL STOP. Simple, imaginative, memorable. Brilliant.

From their website:


The FULL STOP Campaign’s single aim is to end cruelty to children.

A charity initiative of unprecedented ambition, it began because the evidence showed that: “Child abuse and neglect can almost always be prevented, provided the will to do so is there.”

The FULL STOP Appeal was launched alongside the Campaign in 1999. It set out to raise £250 million over and above normal fundraising, to support the extraordinary amount of work that the NSPCC would need to do.

The Appeal closed in March 2007, having met and exceeded its target amount. Supported by millions of people, it has enabled the FULL STOP Campaign to make incredible progress. The NSPCC is now able to support thousands more children and young people who have suffered abuse and neglect, and prevent problems arising for many others. Our public education campaigns, lobbying and partnerships have all helped to change the way society thinks and behaves towards children.

You can read more about the achievements so far in our progress report. The FULL STOP Campaign continues to build on this sense of momentum, and we will continue until we have ended cruelty to children. FULL STOP.

Most of my friends have always heard me saying that I will not have any kids. A variety of reasons come after this sentence, like I’m stingy, I’m not a good father, I want to spend my time doing other things, I will spoil them etc. But what you will never hear is that I don’t want to be a father because I don’t like kids. I don’t dislike kids, but I probably won’t be able to provide one with a very good life. And I really don’t think I should try to, in case I fail. However, I do enjoy playing with kids and I find their laughter to be one of the most wonderful things in the world. And the sight of a mother holding her baby in her arms, a baby’s hand clasping mom or dad’s finger can bring a tear to my eye. And that is why I support this charity. Cruelty to children and cruelty to animals to me are the same thing – it’s still cruelty. It’s still exploitation and taking advantage of someone or something with the knowledge that they will not, or cannot, do anything about it. It’s sick and it sickens me.

I’m doing my bit to help these NSPCC guys, how about you?

Learn more about what you can do to help.

If you have an eBay account and have unwanted clothes or stuff lying around the house, click here.


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