Over half of people who contact the NSPCC in the UK have been worried about a child for over a month. Why? A fear of getting it wrong, fear of repercussions and misconceptions about the role of the NSPCC Helpline.

Our task was to reassure people that it is always right to call the NSPCC, even when you are unsure if there is a problem, as the Helpline is there to help and offer advice.

The creative concept for the film was borne out of the meme ‘The Sh*t …. Say’. We appropriated this device to demonstrate that signs of abuse are often subtle, and children often indirectly or inadvertently communicate their feelings or experiences. The film draws viewers in with lines which are quirky and humorous; as it progresses the comments are progressively more ambiguous and unsettling.