Analysing Cross Media Campaigns - NSPCC

All Babies Count NSPCC campaign

The 'All Babies Count' campaign was released by the NSPCC in November 2011. The campaign is about giving support to parents with babies. This is a charity campaign, they are not asking you to buy anything, but are just trying to get their point across.The aim of the campaign is to support and educate parents about babies and how to care about them. They want the audience to share around the video in order for it to reach more people, and educate them. The specific target audience is parents so from ages 18 - 40 as this is roughly the time period when families are most likely to be started. I know this, because on the poster there is an image of  a woman - maybe in her 30's) holding a baby against her face. You can not see the woman and this is most likely so that the only attraction is the baby - as this is what the campaign is about. The woman looks like she's caring for her child well - which conflicts with the theme of the campaign.

The campaigns  have a very similar house style - the green NSPCC logo, and the slogan "cruelty to children must stop. FULL STOP." is featured on all of the advertising platforms. The green, black and white is normally associated with the NSPCC. The adverts also include the title of the campaign - "ALL BABIES COUNT" - this is included in all of the advertising methods so we can easily distinguish that these adverts are all for the same campaign.

The fact that the campaign slogan 'all babies count' is in capital letters and bold writing states the seriousness of this campaign, whereas in previous campaigns there has been a slightly less heavy feel to them. Neglection of children/babies is a serious topic, and this has to be made apparent in the adverts.

I think that the posters would be placed in magazines like 'OK' and 'Take A Break' which are generally aimed at lower class women. The campaign is aimed at helping women both mentally, physically and financially - the financial aspect is suitable for this class of women - people buying magazines like Vogue are more likely to be more financially stable as the advertisements featured are for designer and  expensive brands - not items that those needing financial support should be buying.
The TV campaign may be placed before/after programmes like Eastenders/Corination Street - soaps that have a prominently female audience - as the campaign is aimed at females.

I believe the campaign started in 2011 and may still be in process.

Campaign Research

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Initial Research

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