This morning has been a bit of a struggle.
But I got to work and watched this short film from the NSPCC. In 90 seconds I felt like a bucket of icy water had been thrown over me. Who am I to grumble or feel sorry for myself?
It’s the best charity video I’ve seen all year. The child actors so eloquently give us an insight into the horror thousands of children in this country experience every day.
In fact I’ve just checked their website. A child is killed every 10 days in England and Wales. That’s two more before Christmas.
I’d love to see a direct call to action on this. It steers clear of ‘concept’ and leaves no doubt in the viewer’s mind that something needs to be done. The balance between anger and emotion seems perfect to solicit a response. A micro donation would sit so neatly – £3 to answer that call? It almost doesn’t feel like enough – follow up conversion would be flawlessly placed.
Our most vulnerable children deserve the response it would get.