NSPCC: REAL CALL

Credits & Description:

Category: Broadcast Design and Graphics Incl. Animation

Advertiser: NSPCC

Product/Service: CHILDLINE

Agency: RAPP

Date of First Appearance: Jul 1 2010

Entrant Company: RAPP, London, UNITED KINGDOM

Art Director: Michael Jones (RAPP UK)

Copywriter: Barney Cockerell (RAPP UK)

Media placement: MAGAZINE - MAILING TO SELECT BUSINESS HEADS - 1st july 2010



Describe the brief from the client

ChildLine is a telephone helpline in the UK for children to call if they are worried about child abuse. But very few people are aware of what happens during the call. Make people aware - and raise money as a result.



Describe the challenges and key objectives

The natural idea was to recreate a call to ChildLine. But a telephone conversation is an audio experience and TV is primarily visual. How do we visually represent the call and show viewers the relationship and between counsellor and caller.



Describe how you arrived at the final design

Inspired by the graphics of an oscilloscope, we created two waveforms and placed them in an abstract environment. We developed a plug-in that evaluated and responded to the audio track. As a result, the animation reacted to the inflections and deflections in the child’s voice.



Give some indication of how successful the outcome was in the market

We raised awareness and raised funds to keep the service up and running for children.