Calpol (Johnson & Johnson)

Agency: Charity partner: NSPCC

At the beginning of the coronavirus pandemic, schools and education settings were closed and referrals to children's social services fell dramatically. With millions of children remaining at home, there was a hidden group of children potentially at risk of abuse or neglect who were having much less interaction with statutory services.

Calpol recognised the huge threat the pandemic posed to children and took urgent action to support the NSPCC helpline. In less than 6 weeks from kick off to being on air, together we produced a brand-new campaign to raise awareness of the helpline and to raise vital funds for the NSPCC at a time of great need.

Alongside the campaign raising awareness that the helpline is there to help with people's concerns, Calpol donated £80,000 to allow the NSPCC to answer 16,000 calls from adults who may have worries about a child. On top of this, the campaign raised a further £20,000 from public donations, in total enabling the NSPCC helpline to answer a massive 20,000 calls.