of society’s challenges

• Barnardo’s wanted to highlight the struggles faced by “children in trouble”
• A powerful TV ad showcases the cycle of deprivation in order to drive awareness
• Awareness rose 33% and Google searches increase by 50%

The challenge

Barnardo’s wanted to highlight the challenges faced by “children in trouble” and to build awareness of its work as a modern, forward-thinking charity.

To do this, it communicated the vicious cycle of abuse, despair and deprivation that children who are caught on the edge of society often face.

The advertising needed to convey the fact that troubled children deserved support and that Barnardo’s was best placed to provide this.

The TV solution

TV would help broaden awareness of Barnardo’s itself as well promoting a greater understanding of the issues facing children.

Sixty and 40-second edits of the TV ad ran for four weeks from 24th November 2008. The creative showed how a young girl, who is trapped in a cycle of deprivation, neglect and abuse, finds life spiralling out of control.

Powerful and rapidly edited images showcased the repetitive nature of the challenges she faced. The ad depicted the impact of marginalisation on school and home life as well as experiences of drugs and domestic violence. The ad ends with the line that “for thousands of children, the story will keep repeating itself until someone stops it”.

The campaign kicked off with a roadblock spot on ITV 1, C4, Five and key multichannel stations using the longer creative. The 60-second ad was also aired within key shows such as films This is England and Brick Lane.
The ad was uploaded onto YouTube to extend viewing opportunities and other activity included PR and a presence on the Barnardo’s website.

Results

The campaign made a dramatic impact on perception of Barnardo’s itself, as well as delivering a greater understanding of the issues facing children growing up in deprived households.

Awareness of Barnardo’s rose by 33%, while recognition of the charity’s positioning of Believe in Children doubled.

Public perceptions of Barnardo’s were also changed with consumers more likely to agree that the charity tackled society’s most important issues.

Although the charity did not include any fundraising messages as part of the campaign, there was an increase of almost 50% of people wanting to donate to Barnardos, with money being donated direct via the website.

The number of Google searches for Barnardo’s doubled and visits to the website were nearly double the same period last year.