Brief: To give young people a credible platform to have their stories, all based on one of the NSPCC’s key themes: young people’s vulnerability, told in their own voice.
Response Summary: Total Media Charities & Campaigning Organisations suggested to the NSPCC a new way of raising awareness through film rather than straight advertising - called “advertiser-funded programming” – which is increasingly common in TV, but a first for a UK broadcaster and the charitable sector. TMC&CO secured a short film competition advertising funded programme campaign for the NSPCC on Channel 4. Applicants were selected for mentoring by C4 film makers so as to allow 4 winners to realise an ambition in telling their stories in broadcast transmission quality.
Result: Over 1,500 young people responded and after a series of script development workshops for 20 of the writers, four winners were selected to spend the summer working with film industry professionals to turn their story into a short film.
The films premiered at the Electric Cinema in West London on Tuesday October 3rd which also marks the start of the NSPCC’s FULL STOP Week – an annual week of activity to stop child cruelty. Following the premiere, the films were broadcast on Channel 4 in the 3 Minute Wonder slot at 7.55pm from October 16-19 2006.
