NSPCC: Excellence in brand and integrated communication management

The NSPCC has been working with Angus Jenkinson since 2003 to optimise integrated communications and brand management.

The NSPCC is one of Britain’s largest and best developed charities and it has a substantial communication mission.

Like other charities, communication is vital for effective fundraising. In the NSPCC’s case, communication also has a practical role in helping it to achieve its mission. Since 2007, the NSPCC has been responsible for the ChildLine service.

The NSPCC aims to educate children and parents as well as political and other decision makers to move towards a safer society for children.

“The most surprising thing for me was to find out that sexual abuse really happens - and to lots of us - that is wasn’t some weird thing that happened to just me.”
Jean, incest survivor

To succeed in their mission, the NSPCC must influence or change behaviours, beliefs and values across a broad spectrum of stakeholders. Furthermore, as a charity, their expenditure is scrutinised more closely than a private company. The NSPCC must give a public account of how much they spend on communication. The NSPCC’s communication challenge is as significant and complex as you are likely to find.

NSPCC was one of the first major brands to adopt the use of CODAR and it has subsequently been used across their team of large team of internal and external agencies, including:

• HPI Research - consumer research, brand tracking and communication analysis for evaluation;
• Saatchi & Saatchi -
• DNA - digital agency
• Metrica - a specialist digital analysis agency
• WWAV Rapp Collins - direct marketing and fundraising
• Kitcatt Nohr Alexander Shaw - high value fundraising

Reports from the team show that this has significantly increased the rigour of communication planning and provided a level playing field and open system approach to communication planning. This has been reported in several published papers.

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In addition, NSPCC has worked with Stellar and has committed to migrating it strategic planning across the organisation towards the use of Stellar.