NSPCC

The charity we have decided our charity advertising campaign for will be the NSPCC. The NSPCC stands for National Soceity for the Prevention of Cruelty to Children. It is a United Kingdom charity campaigning and working in child protection. The charity was first formed in 1884. Its aim then was to protect children from cruelty, support vulnerable families, campaign for changes to the law and raise awareness about abuse.

The NSPCC is inspired by a belief that they can make a difference for all children - by standing up for their right, by listening to them, by helping them when they need someone and by making them safe. Their vision is ending cruelty to children in the UK. The NSPCC believe that cruelty is preventable and that through having an inspirational vision they will achieve much greater success for children. They believe that their effectiveness is enhanced by a compined approach of services, policy and campaigning. Their direct services bring immediate help to children but on their own cannot achieve an end to cruelty and policy, influencing and campaigning work is much more forceful when informed by real experience gained from working with real children who have suffered abuse.

The NSPCC strategy is built on four principles:
Focus
Provide well defined and distinct activities where we can maximise our impact
Prioritise
Concentrate on specific types of abuse and on children who are at most risk to ensure our intervention creates greatest impact.
Learning
Everything we do creates learning. We must capture learning and use it to create a cycle of improvement
Leverage
On our own we cannot end cruelty to children. We need to work with and through others to multiply our impact many times over.