CHILDHOOD IS FLEETING.
FIGHT FOR EVERY MOMENT.

NSPCC PITCH WORK | REFRAMING THE FIGHT TO PROTECT CHILDHOOD

"Every child is worth fighting for." But to inspire adults to act and support NSPCC, we needed to make that idea feel personal.

The NSPCC has evolved beyond the shock tactics of the past. Today, the focus is on what’s worth protecting: the fleeting, beautiful chaos of childhood.

“Childhood is Fleeting. Fight for Every Moment” connected audiences with their own childhood memories — every snot bubble, every milk tooth, every messy moment.

We developed a manifesto and proposed launch film celebrating these moments, showing how quickly they pass and why they matter.

Though the campaign remained at pitch stage, it demonstrated our ability to reframe a much-loved brand and craft emotionally resonant storytelling.