The primary objective was to generate traffic to the NSPCC site, www.nspcc.org.uk, with the intention of encouraging the user to donate. The secondary objective was to generate awareness of the long-standing NSPCC 'Full Stop' campaign.

Agency.com identified key donor segments and their motivations to donate and from this three creative routes were developed: emotive, rational and Go100 (targeting younger audiences who prefer pro-active fundraising to passive donation). The campaign saw the first true use of video in an interactive execution – real models were hired to represent the subject. The models were filmed and the images edited and imported into Flash as individual frames. Using Eyeblaster, the video was reworked to create a near-perfect representation of children walking across websites, delivering powerful and hard-hitting messages.