The overwhelming, often contradictory messages about parenting form the creative heartbeat of a powerful new campaign from the NSPCC.

A moving 60-second spot entitled ‘Not Letting Go’ features T’Nia Miller reciting a powerful poem which charts the everyday realities of parenting in the midst of a striking series of graphic stills and animations from the artist Martina Lang. 

The juxtaposition of art and the words of T’Nia Miller combine to create both a contemporary and compassionate approach from the charity. The creative approach reflects the NSPCC’s insight in the struggle facing families, parents and carers bringing up a child. 

According to research from the NSPCC three in four (75%) UK parents with children under five are anxious about their child’s emotional and mental wellbeing.

While over half (57%) say they think parenting is harder now than it was when they were growing up. The campaign powerfully brings to life these at times overwhelming and contradictory messages about how to manage family life and what’s best for children. It marks a step-change in marketing for the brand.        

Puncturing the parenting pressure cooker

Puncturing the pressure, so often exacerbated by social media, the campaign provides a powerful, authentic and relatable message to show that the NSPCC both understands and empathises with the feelings of anxiety that parents may experience.

Kevin Yeates, Head of Brand and Content at the NSPCC, explains: “The NSPCC is best known for its vital work to prevent child abuse and neglect – but it does so much more to support families to keep children safe and well.”

He continued: “This powerful new ad campaign will hopefully make parents feel less alone and more inclined to reach out to the NSPCC for help with the everyday anxieties and challenges that they face while bringing up their children.”

The poem (shared in full below) was written by Darren Smith, Chief Creative Officer at House of Oddities. The spot was directed by Sachini Imbuldeniya, Chief Executive Officer at House of Oddities and Jo Wallace, Executive Creative Director. The all-star creative team was assembled by TV production company Bandicoot. 

Sachini Imbuldeniya, Chief Executive Officer at House of Oddities, explained: ‘This ad is the antidote to the ‘perfect Instagram family’. It highlights the everyday scenarios and challenges that many face but rarely discuss, to show parents that they are not alone.”

She continues: “We wanted to ensure that we took the viewer on an emotional journey with a pace that mirrored both the busyness and emptiness that parents can often feel at different stages of a child’s life. We also wanted the visuals to stand out from the usual charity ads of the past by taking on a more positive tone with vibrant colours, compelling graphics and a whimsical soundtrack. The resulting ad gives parents something they can empathise with, at times even laugh about – and hopefully in turn feel more confident about reaching out to the NSPCC sooner and more often.”

Sachini and Darren brought in veteran filmmaker Jo Wallace (who is also the Global Executive Creative Director at Jellyfish and the founder of Good Girls Eat Dinner) to co-direct the TVC. The production was overseen by Executive Producer Kate Pirouet and agency Executive Producer Juan Leon. 

Wallace said the script was an ‘unmissable opportunity’ to put her director hat back on. She explained: “The NSPCC are such an incredible charity and whilst we all know about their work with children affected by abuse, they are so much more than that. The NSPCC offers positive support all throughout parenthood, and this film showcases just how much they understand that rewarding, yet emotive journey.”

Diversity drives creativity

The spot’s T’Nia Miller also praised the creativity behind the lens. She said: “It was such an honour to be a very small part of the really important work that the NSPCC does. When I first read the poem, I was so moved, and as a parent of two I related in many ways. It was also wonderful to work with such a diverse crew. As an industry we should always keep striving to do better in terms of fulfilling that diversity ‘quota’.”

Imbuldeniya and Smith launched a new content agency this January (on Blue Monday to be precise) called ‘House of Oddities.

At the time of launch, the agency eschewed the traditional press release to focus on what they were going to make, rather than making grandiose statements on who they wanted to be.

Imbuldeniya said: “I’ve worked in the creative world for almost two decades and have met some amazing people and seen some brilliant work. But I’ve also met some toxic people and, more often these days, seen a lot of uninspiring work too. When the work is stale, you just know it’s come from an industry that is suffering, is still unequal, and doesn’t have enough people in it who look and think differently.”

This powerful spot successfully puts those words into action. 

To read the behind the scenes story of bringing this campaign to life click here.