Our challenge was to highlight one area of work that is utterly compelling, child-focused and life-changing: the counselling of abused children.The idea of Magic Carpet takes one simple counselling technique and creates an utterly memorable ad around it. In just 60 seconds we are taken on a magical journey through the troubled mind of an abused child, and the NSPCC counsellor who helps him through his journey. By the end of the ad, we are inspired by and totally engaged with the work of the NSPCC. Most importantly, we see that the NSPCC’s work is not just about actually saving lives, but helping abused children to go on to live their lives.

In the initial test, Magic Carpet achieved an index of 70% against the control creative. For new creative this is considered a success and has resulted in Magic Carpet being taken forward in terms of further investment in media spend.

Response rate: 0.052%.Average gift: £37.Cost per response: £65.ROI: 0.60:1.