The NSPCC Full Stop campaign retrospective is here!

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Joe Burnett
Added
November 24, 2017

'We are the National Society for the Prevention of Cruelty to Children. If we are really to live up to our name, our ultimate ambition should be stop all cruelty to children.'

Those were the words of chief executive Jim Harding as the NSPCC prepared to launch a special campaign ahead of the millennium, astonishing his senior management team in the process. But the organisation dreamed big, rising to the challenge by setting an extraordinary target. As Giles Pegram CBE, then head of fundraising, recalls in a special retrospective for SOFII recalls in part one 'I settled on £250 million and fed that into the thinking. The number had no basis in reality.' But the campaign exceeded all expectations, far beyond anything achieved by a charity in the UK at the time.

Part one is available here, and part two here. In Giles' own words he takes us through the build-up to the Full Stop appeal's launch, providing fascinating insight into the preparations for such a bold campaign.

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About the author: Joe Burnett

Joe Burnett is Contributing Editor for SOFII.

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