NSPCC Liar direct mail campaign

Court is a frightening, intimidating experience for adults, never mind a child victim of abuse who, on top of suffering the abuse, now has the added trauma of being cross-examined by the defence, and being labelled a liar.

This fundraising campaign for the NSPCC Young Witness Support Service centres on the powerful and damaging effect the word ‘liar’ can have on such vulnerable youngsters.

KitCatt Nohr took a series of familiar childhood images and replaced the child’s name with the words ‘Liar’ on his bedroom door and school uniform; even a train set mockingly spells out the dreaded word. For more impact, the true story of Joe, who was sexually abused, was included alongside these images. It then went on to explain how Young Witness Support gives children the confidence to give evidence in court without being scared or intimidated.

The mailer went out to 15,000 existing and lapsed donors to the children's charity with the aim of inspiring a regular donation or a cash gift.