The NSPCC has won the second annual international Gold Star Award for Excellence in Fundraising DRTV, following a vote yesterday evening by delegates at the International Fundraising Congress (IFC) in Holland.
The Gold Star Award is the world's only international competition for charity and NGO fundraising DRTV adverts.
NSPCC's winning advert for the Childline telephone helpline showed a young girl barricading herself in her room and dialling the Childline number, which rings without being answered. A lack of resources for Childline means that NSPCC is unable to answer one in three calls made to it.
Marcus Missen, development director at NSPCC, said: "Child abuse is a delicate subject but this advert does not overdramatise it. It just shows it as it is. The phone rings and rings and the message is that if you can give, this child might get through."
The shortlist was selected by a judging panel and was shown to delegates during the welcome reception at IFC. All delegates were be given a voting card – a gold star – which they posted in a ballot box for the advert they thought the best.
Simon Collings, CEO of the Resource Alliance, said: "I think the NSPCC ad was a worthy winner and I voted for it myself. It was very powerful, especially the way the girl looked at the camera as she was waiting for someone to answer the phone."
The shortlist for the prize included:
Taru’s Heavy Load
Canadian Blood Services
Rapp Collins (DDB Canada)
Arena Media Communications
Watson Phillips Norman
The shortlisting panel consisted of:
• Mathew Sherrington – fundraising and marketing director, Everychild
• Stephen Cooke – editor, Third Sector
• James Kliffen – director of fundraising, Médecins sans Frontières
• Jane Waterman – director of communications and resource mobilisation, HIV-AIDs Alliance
• Maria Solernou – funding development manager, Birdlife International (Brussels)
• Alan Bird, director of marketing and communications, Resource Alliance
• Kristina Fitzpatrick, Marketing and Communications Officer, Resource Alliance
• Graham Page – media director, WWAV Rapp Collins
• Ian Haworth – global chief creative officer, WWAV Rapp Collins.
The inaugural competition in 2007 was won by the Dutch children's charity SOS Kinderdorpen, which beat off challenges from British, American and Mexican NGOs.