NSPCC

Paul was creator and Creative Director on NSPCC during a key phase of the Full Stop campaign. He helped to steer the work away from the simple demonising of those committing the cruelty to a platform where the issues become something which touched everyone. 'Hit' was the most successful  film the NSPCC had ever run in terms of influencing behaviour change. The Childline campaign worked at a variety of touch points to create a dialogue with a group of children with which it was notoriously difficult to communicate. By encouraging them to release their tension by expressing themselves artistically and musically, it was highly effective where previously any attempts to intrude into their world had been rejected.