NSPCC drops ‘Full Stop’ identity as it rebrands to highlight focus on abuse prevention

The NSPCC has launched a new brand to represent a change in the charity’s strategic direction, which will see it place a greater emphasis on preventing abuse before it starts.

As part of the rebrand, the charity has scrapped its former strapline ‘Full Stop’, in favour of ‘Every childhood is worth fighting for’, as it looks to drive a deeper understanding of the work it does.

Developed by the NSPCC’s internal creative team, following a competitive pitch against external agencies, the work moves away for the charity’s previous black and white creative and instead uses a bright colour palette and crayon illustration, which creative director Mark Tobin says will allow the charity to “move the conversation on” to talk about solutions it offers rather than just the problem.

“Full Stop was hugely successful for us. It put child abuse firmly on the agenda and raised over £250m,” he commented. “But that was developed more than a decade ago, and the landscape has changed.

“We’ve raised awareness of child abuse, but our research shows that people are less clear about the work we’re doing to prevent it. We need to address that to drive up support.”

According to Tobin, the charity has developed a new platform based on childhood in response to insights at the charity, which revealed that the public was unaware the NSPCC supports families struggling with mental health and drug addictions, runs antenatal programmes, and helps mums and children recover from domestic abuse.

The NSPCC also found that the people who it wanted to help were reluctant to use services from what they perceived to be the ‘cruelty charity’.

“The research was telling us that people wanted to know what the NSPCC is for, rather than what it’s against,” said Sue Hornsby, art director at the NSPCC. “So all of our design choices bring the idea of childhood to the fore.”

“We worked with photographer Tom Hull to produce imagery that offers a glimpse into childhood. It shows real, everyday children, to demonstrate who the NSPCC is fighting to protect. Even when we portray children who’ve been abused, we follow this principle. Abuse doesn’t just happen to a certain ‘type’ of child – it could happen to any child, from any background. Our brand needs to convey that in order to make our cause feel more relevant.”

The brand is undergoing a phased roll out, as part of this the NSPCC has been working with digital agency Amaze to develop the website which launched this week.