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Someone to turn to by agency.com Campaign Information The NSPCC asked AGENCY.COM to test online to engage a potential audience of younger donors. AGENCY.COM first identified key donor segments and their motivators. From this, three complementary creative routes were created. The 'Emotive' route targets women below 45, who donate in response to emotional triggers. The 'Rational' route targets males 35-45, with children, who want to see what they will get for their money. 'Go100' targets all segments with the insight that younger audiences can prefer pro-active fundraising to passive donation. The common concept, 'Every child needs someone to turn to', integrates with the TV and DM activity running simultaneously. After two weeks of 'Emotive' being live, click-through for 'seven' and 'alone' averages 10%, while view-throughs already track at 5%. View: Campaign Creative Agency: agency.com Media Agency: Agency.com Campaign Type: Pop-ups Rich Media Live date: Oct 2004 - Dec 2004 Contact: mstefanowicz@agency.com