NSPCC’s most dangerous season of all

Created in partnership with The Good Agency and The Corner Shop, children’s protection charity NSPCC seasonal campaign leverages Sara Dunlop's emotive storytelling to challenge perceptions that Christmas is a safe and magical time for all children.  

In fact, it can be the most dangerous time of year for those living with abusive family members, especially when trapped at home without the safety net of schools. 

Inspired by the true story of a young woman who was abused by her father, the campaign follows a little girl who comes home from school at the end of winter term and is confronted by the presence of her abusive father. 

Soundtracked by classic Christmas track Ring Christmas Bells sung by Finchley Children’s Music Group, the song’s hook – ‘ring ring’ – becomes a dramatic narrative motif, as the young girl endures anxiety and violence that leads her to call the NSPCC helpline.