Having extensively researched into the history and current going-ons regarding the NSPCC charity, I have come across some interesting articles conveying information as to how and why the NSPCC decided to rebrand their organisation in 2014.
The Full Stop campaign, which was running for many years prior to the rebrand, was a campaign that envisioned a total end to child cruelty. It implied that all child cruelty would one day be put to an end, which is an unrealistic and extremely aspirational claim to make. It is simply impossible to measure child cruelty on a global scale and thus, it would be impossible for the NSPCC to fulfil this aim. Furthermore, there have been issues raised regarding the nature of child cruelty; what is defined as cruelty, and what is defined as discipline. It is also needless to say that there are also cultural differences; in some countries child cruelty is socially accepted as a form of discipline, and also the standards for their legislation may be lower meaning that child cruelty is not of high priority to take action against.
As a result of many factors including some of the above and to boost donations and awareness, the NSPCC took it upon themselves to undertake a much needed rebrand. The charity decided to scrap the Full Stop campaign and instead launch a number of separate campaigns under the current brand vision of “Every Child Is Worth Fighting For”, which aims to change children’s lives and help prevent cruelty rather than altogether put an end to it.
I think this was a sensible move.
Sources: http://www.theguardian.com/voluntary-sector-network/2014/oct/03/nspcc-full-stop-rebrand http://www.thedrum.com/news/2014/10/18/nspcc-drops-full-stop-identity-it-rebrands-highlight-focus-abuse-prevention