The ad is rooted in a poem recited by actor T’Nia Miller which charts the journey of parenting from birth to children leaving home and beginning independent adult lives. It acknowledges both the highs and the lows, and the worries and pride that can come with raising a child.

The aim is to highlight the work of the NSPCC in supporting parents and reflects the findings of a new survey from the charity which reveals that 75% of UK parents with children under five are anxious about their child’s emotional and mental wellbeing, while 57% of parents say that they think parenting is harder now than it was when they were growing up.

“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,” says Kevin Yeates, head of brand and content at the charity. “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 was written by Darren Smith and directed by Sachini Imbuldeniya and Jo Wallace. It also features graphic stills and animations by artist Martina Lang. The creative team was assembled by TV production company Bandicoot and the spot marks the directorial debut of Imbuldeniya, who has recently launched a new agency, House of Oddities, alongside Smith.

“This ad is the antidote to the perfect Instagram family,” says Imbuldeniya. “It highlights the everyday scenarios and challenges that many face but rarely discuss, to show parents that they are not alone. 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,” she continues. “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.”

Credits:
Agency: Bandicoot
Commercials Director/Executive Creative Director: Sachini Imbuldeniya
Writer/Content Director: Darren Smith
Director: Jo Wallace