Title | Heroin Baby |
Agency |
BBH
|
Campaign |
Giving Children Back Their Future - Barnado's Charity
|
Advertiser |
Barnardo's
|
Brand |
Barnardo's
|
Date of First Broadcast/Publication |
2000 / 6
|
Product |
Charity
|
Business Sector | Public Safety, Health & Hygiene
|
Tagline | Giving Children Back Their Future |
Philosophy | This case documents how in just 2.5 years Barnardos transformed its image amongst a generation of brand rejecters. A powerful advertising campaign spearheaded the re-launch, renewing the charitys relevance today along with the perceived deservedness of its work. To capitalise on the resurgence of interest that the advertising had created, a new communications channel was employed: Face-to-Face. The net result is a younger more valuable base of donors guaranteeing millions of pounds of donations income well into the future. |
Problem | In 1999 Barnardo's, the UKs largest childrens charity, was particularly concerned that its deservedness ratings were slipping. The public wrongly perceived the organisation to run orphanages and there was a lack of contemporary relevance. In fact Barnardos is pioneer in the diverse fields of modern childcare research and practice. |
Media Type |
Newspaper
|
Market | United Kingdom |
Creative Director |
John O'Keefe
|
Creative Team |
Alex Grieve
|
Creative Team |
Adrian Rossi
|
Photographer |
Nick Georghiou
|
Advertising Manager |
Andrew Nebel
|
Strategic Planner |
Dan Goldstein
|
Agency Producer |
Shelley Buick
|