The television commercial (TVC) titled ‘Not Letting Go’ showcases T’Nia Miller delivering a poignant poem that captures the daily struggles of parenting, set against a visually captivating sequence of still images and animations created by the acclaimed artist Martina Lang.
NSPCC acknowledges the multitude of families, parents, and caregivers facing the challenges of raising children, seeking reliable support and easily understandable guidance.
Amidst the myriad and sometimes conflicting advice on managing family life and nurturing children, parenting remains a challenging endeavor. Nonetheless, parents and caregivers play a pivotal role in shaping children’s futures.
This campaign conveys a compelling, genuine message, demonstrating NSPCC’s understanding and empathy towards the anxieties of parents, offering a trustworthy source of expertise.
A recent survey by NSPCC indicates that three out of four (75%) parents in the UK with children under five express concerns about their child’s emotional and mental well-being, with a majority (57%) feeling that parenting today is more demanding than in previous generations.
The emotive poem, crafted by Darren Smith and brought to life by directors Sachini Imbuldeniya and Jo Wallace, was curated by the esteemed TV production company Bandicoot.
Sachini Imbuldeniya remarked, “This advertisement serves as a counterbalance to the facade of the ‘perfect Instagram family,’ shedding light on the everyday struggles that many experience but seldom discuss, reassuring parents that they are not alone.
Our aim was to take viewers on an emotional voyage, reflecting the bustling yet sometimes isolating nature of parenthood. Departing from traditional charity ad approaches, we infused the visuals with vibrant colors, captivating graphics, and an enchanting soundtrack.
The resulting advertisement offers parents a relatable experience, evoking moments of empathy and even humor, with the hope of encouraging them to reach out to NSPCC for support sooner and more frequently.”
Collaborating with his longtime creative partner Darren Smith, Sachini delved into the complexities of parenting, encapsulating a lifetime of challenges and joys within a minute-long narrative. The performance by T’Nia Miller added depth and authenticity to the portrayal.
Jo Wallace, a seasoned filmmaker, joined Sachini and Darren in co-directing the TVC, supported by executive producers Kate Pirouet and Juan Leon. Jungle Studios contributed to the music and sound design, featuring compositions by Sean Mahoney.
Reflecting on the project, Jo Wallace expressed, “This script presented an irresistible opportunity to engage as a director. The NSPCC’s remarkable efforts extend beyond addressing child abuse, encompassing steadfast support throughout the journey of parenthood. This film underscores their profound understanding of this rewarding yet emotional path.”
Kevin Yeates, the head of brand and content at NSPCC, emphasized the organization’s multifaceted role in supporting families beyond safeguarding children from harm, aiming to alleviate parents’ everyday worries and trials.
T’Nia Miller shared her thoughts, stating, “Being part of the NSPCC’s impactful work was truly an honor. The poem resonated deeply with me, drawing parallels to my experiences as a parent of two. Collaborating with such a diverse team was enriching, underscoring the industry’s ongoing pursuit of inclusivity and representation.”