The campaign was simple: “It could be nothing, but it could be something. Don’t Wait Until You’re Certain to call the helpline.” We created a powerful online film leveraging the popular “shit people say” internet meme that was everywhere at the time. The film features kids saying the weird and wonderful stuff we love them for. However, these innocuous sayings soon blur into more sinister utterings: the kinds of things that might be masking abuse. The film was supported by a partnership with the online community Netmums and a social media campaign asking people to donate their Facebook status updates to spread the message.

It was the NSPCC's first digital only online campaign, and one of their most successful, with calls to the them increased by 16% in the first week of the campaign and the proportion of people waiting for more than one month decreased from 56% to 39%.

The campaign was awarded:
Silver Arrow, TV Advertising Awards.
Crystal, Advertising Producers Association.
“Pick of the Week” Campaign.
"Pick of the Week" Creative Review.
"Pick of the Week" AdWeek.

Art Director: Tim Palmer

Copy Writer: Tim Palmer

Creative Director: Tim Palmer

Executive Creative Director: Al Young