Rather than asking potential donors to help put an end to cruelty, we chose instead to focus on asking them to help stop abuse from ever occurring in the first place.

Prevention rather than cure. Because surely the best time to put an end to cruelty is before it begins. So, our commercial takes place before any abuse has taken place. At the point where a child’s life is a blank canvas. A few hours after they are born. We wanted to give the audience the opportunity to donate then, to help the NSPCC prevent another childhood from being ruined. While our older child’s narration presents us with a hard-hitting story of despair, the images of our newborn baby ultimately give us a foundation for hope.