Action for Children will launch its first ever advertising campaign on New Year’s Day, focusing on how the charity’s services have transformed the lives of vulnerable and disadvantaged young people.
Young service users will provide the voiceovers for the adverts which will tell their stories through animation. They will run on mainstream television, online and in the national print media.
The charity – formerly NCH – said: “The emphasis of the adverts is to tell of the transformation in the lives of these young people and how Action for Children has been there for ‘as long as it takes’ to support them in these changes.”
The first advertisement, which will run from New Year’s Day, tells the story of Nicola, who began looking after her mother when she was eight years old, when her mother was diagnosed with multiple sclerosis. This impacted on her self-confidence and ability to get involved with school activities.
Nicola, who is Scottish and now in her 20s, received support from Action for Children to enable her to cope better.
The second advert, which will be launched in mid-January, features Dan, who is on the autistic spectrum, and as a result struggled to interact with other people and control his temper. Dan, who is now 18, attended an Action for Children school in Wales, and has been able to change his behaviour.
The adverts will run for five weeks and the campaign will be followed up with research looking at the support young people need at key transitions in their lives.