The ISPCC is the only Irish organisation which provides 24/7 support services for children through their Childline service. They receive no Government funding and despite their best efforts, nearly 40% of the 2,000 calls they receive daily go unanswered. In 2012, Ogilvy & Mather Dublin was briefed to increase awareness of their work and encourage people to donate. Focusing on child-centric times of the year such as Halloween and Christmas, O&M worked pro bono to create press, radio, outdoor, TV and ambient executions which show that children living with abuse can’t wait to grow up in order to escape their situations. The multi-award winning campaign creative captured the public imagination and stoked national debate. Donations to the ISPCC rose by 6% year-on-year and volunteer numbers rose by 25%. The ISPCC website attracted unprecedented traffic levels and over 1,700 more children contacted the charity’s services during the period.