Last Week’s Clever Campaign – NSPCC

Last Week’s Clever Campaign – NSPCC

By myclever™ Agency

In our new-look weekly round up series, we’re taking a look at the NSPCC’s Share Aware campaign.


The NSPCC is one of the largest children’s charities in the UK, and has been running for over 130 years. They have 146,000 followers on Twitter, 277,690 fans on Facebook and 2,175 YouTube subscribers. This is more than Action For Children and Barnardo’s, and on par with Save The Children UK.

Myclever agency children charity social followers graph

Share Aware

One of the UK’s leading children’s charities, the NSPCC has launched a campaign to educate eight to 12-year-old children that are using social media. Launched on January 8th and running until 7th February, the campaign is timed in response to the high number of children who received smart phones, tablets, computers and games consoles for Christmas.

The charity, who also run ChildLine, got 500 parents across the UK to review websites for their appropriateness for children. Over 2,000 children were asked about their social media habits as part of the NSPCC’s effort to educate young people about the dangers of sharing personal information online.

NSPCC Share Aware NetAware

There is also a microsite, NetAware, that provides young people with a guide to the networks they might use, including information about the functions of each platform, minimum age and important stats regarding young peoples’ experiences.


NSPCC Share Aware TwitterSince the campaign’s launch on Thursday, the hash tag #ShareAware has been used over 5,100 times. 98% of these conversations are occuring on Twitter as the campaign made 34.4 million impressions. While the majority of tweets are from the @NSPCC official handle, the campaign has been mentioned by the likes of the Daily Mirror, Mumsnet, Police Scotland and West Midlands Police.

NSPCC Share Aware mentions Brandwatch


The NSPCC YouTube channel uploaded the above video, “I Saw Your Willy”, and “Lucy and the Boy”, which have been watched a combined total of 118,000 times already. In the first two days they were shared almost 150 times. There have been 10-second television teaser spots, by OMD UK, going out since Friday.


Engagement rate for the only Facebook post (below) has an engagement rate of 7.4%.

NSPCC Share Aware Facebook post

This is dramatically higher than the average engagement of their previous ten posts, each averaging at 0.3%. This new campaign is seeing a high number of shares across Twitter and Facebook, due in no small part to its integration across media, as well as being seeded to areas of high influence like Mumsnet, regional police services and national and regional news sources. The content’s visual style and script is easy for children to understand but serious enough to make an impact with parents as well.

Over To You

What do you think? Have you spotted a clever campaign?

This post was written by myclever™ Agency

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