NSPCC – Little Stars

Case study - Objective: Education & understanding


Over the last 10 years, support for the NSPCC has fallen. People know the charity exists but awareness of its services was at an all-time low before the NSPCC’s Little Stars campaign was born.

With the aim of ’switching on’ Christmas and creating a positive campaign message, the NSPCC became the first charity to take over Oxford Street’s festive lights, with each light available to sponsor and dedicate to a loved one.

The switch on coincided with a celebrity and advertiser takeover of Metro, featuring NSPCC lights throughout the pages. Metro collaborated with advertisers to create bespoke ad copy and 10% of the advertising revenue from the edition was donated to the NSPCC. MailOnline mirrored the content and drove digital scale with HPTOs and native video placements.

The newsbrand content was supported by a full domination of Oxford Street – the switch on event, posters on buses and the tube, and retailers selling Little Stars pin badges, plus a radio presence. In addition, Oxford Street was geo-fenced with Weve and Snapchat, allowing visitors to use bespoke filters to be part of the campaign.

The publishers were perfect partners, producing powerful real life stories and celebrity-fronted coverage over an 11 week period in the build up to the switch on. This played to their strengths of creating long-form, engaging and influential content, in a topical and newsworthy context.

The chair’s award this year goes to a campaign that had fantastic audience insight, really clever use of context, amazing creativity and was not just in newsbrands but took an omnichannel approach.

Zaid Al-Qassab, chief brand and marketing officer, BT Group