NSPCC’s ‘Reconnecting’ campaign spotlights support for parents

Mental health issues are on the rise – not least among new parents – which is why the NSPCC is highlighting its support services in this area.

This ad, by agency Calling, uses a true life experience as a reminder that, by making even just a small connection, you can really help someone who is struggling.

Josh Tenser, ECD and founder of Calling, said: “The wellbeing of families is being stretched on every side – through unrelenting austerity and the paradox of disconnection in the age of social media. The NSPCC is an important brand on a mission. Not just for times of acute crisis – but to be in the corner of all families, every day.”

Lorrin Braddick, NSPCC creative director, said: “One in five mums, and one in ten dads experience perinatal mental health difficulties, which can make the day-to-day challenges of parenting feel even harder. It’s important to stress that the NSPCC is here for parents and carers, making sure they’ve got the tools they need to support and protect their children.”

Calling does a good job of bringing a little-known aspect of the NSPCC’s services into the spotlight.

The agency was founded in February by former Uncommon creative director Josh Tenser with MD Rani Patel, who also founded the influential platform Fangirl as well as having an agency career that includes Livity, Fold7, Ogilvy and Cheil. Clients include Dr Martens and Interflora.

MAA creative scale: 6.5

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