This commercial for ISPCC shows why a young boy might want to grow up quickly. It is not for the usual reasons - it is because he wants to fight for the rights of children like him.Throughout the commercial a boy delivers a message in an unwavering monologue, while being beaten but an older person. The abuse gets progressively worse with the ad ending with the child, bruised and cut, looking determinedly into camera as he says his last line.

BriefIn late 2010 Ireland’s economy moved from full blown recession to full economic meltdown.

One of the first casualties as people tightened their belts was charity donations. For the ISPCC this was a disaster. Unemployment and financial stress had created a massive increase in need for the services they provide to protect children. A need they couldn’t meet. They desperately needed to raise funds.SolutionChristmas is a peak crisis time for the ISPCC and fundraising time for charities in Ireland. As such, any activity has to be hugely impactful to stand out and generate income. With this in mind, we took the one of the most iconic Christmas icons the manger and used it to show what Christmas is like for the neglected and abused children the ISPCC is fighting for.ResultsUnfortunately we were unable to capture directly attributable results for this activity, however, it was part of a wider campaign which generated fantastic results for the client.Facebook friends increased 300%500,000 badges sold raising 1 Million Euros Direct Donations rose 69% to 119,882 (ROI of 11,988:1)Campaign ROI 111,944:1It was the ISPCC’s most successful fundraising year ever.