Reserach

This is NSPCC which is a different organisation but i quite like how on their adverts the advert is silent and the voice over guy tells you their story like an insiders knowledge.Something you wouldn't see if you didn't know what was going on.
This advert is aimed at the adults, asking them for money and showing them children in horrible situations. I think it works and would make people feel bad so want to help. I think showing the child scared would definitely target adults more than children.