How Successful Was Daniel Kleinman in meeting the brief of the Charity?

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How Successful Was Daniel Kleinman in meeting the brief of the Charity?

For any charity, advertisement and raising awareness of the issue they are campaigning against is an essential part of their running. The NSPCC in particular find that raising awareness of child abuse is of vital importance, and this means that the advertisements they do broadcast have to be extremely effective. After studying an advert produced by Daniel Kleinman for the NSPCC, called The Ventriloquist, I have realized that in order to make an appeal advert as successful as possible, a number of devices must be used or taken into consideration.

The whole purpose of Kleinman’s campaign was to alert the public that there are millions of children out there who have no-one to turn to- and that by simply volunteering just a few hours of their week, they could completely change a child’s life. The title given to the Campaign was ‘Someone to Turn to’, which refers to both adults being more aware of Child Abuse trying to act more productively against it; and also to encourage children to talk to the NSPCC because they are always there for them. This advert in particular focused on alerting the public that Child Abuse is happening even in situations which may seem perfectly ordinary. The child in the advert was in supposedly safe environments with trustworthy figures that should have been protecting her- yet they all failed to notice what was going on, a point illustrated by the fact the man was sat right in front of them and perfectly visible, yet they still couldn’t see him

Other than all of this, the main aim of the charity is always to attract more attention to the problem and to encourage more contribution, whether it is through volunteering, donations or even through physically going out and taking action against Child Abuse.

In my opinion, the advert is very successful, as it could have easily inspired all of the above events to take place. This is particularly impressive, as the brief Daniel Kleinman received would have been unbelievably difficult to fulfil, considering the sensitivity which has to be given to the subject. It needed to be treated with complete appropriateness, and Kleinman had to take care not to be crude or offensive, but at the same time still highlight the brutality of the issue, both physically and mentally. I feel this is achieved, and that the advert manages to tactfully show how sinister and malevolent the situation is through using effective scenery, expressions, or even silence itself; and therefore illustrates how isolated and mute the victim is.

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So what is it about the advert which makes it have quite so much impact? Kleinman used a number of technical devices in the advert, which contributed greatly to its success. For a start, he mixed visual effects and real people with animated effects and dummies. The ventriloquist act is very appropriate for several reasons- Firstly; it is a great allegory of how the man completely rules her life- so much that she has stopped being a real human being and is just controlled by him. Secondly, the whole principal of dummies is very chilling and ominous, and so people ...

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