Andrew Nebel
Advertising Manager at Barnardo's
London, United Kingdom
TitleHeroin Baby
Campaign Giving Children Back Their Future - Barnado's Charity
Advertiser Barnardo's
Brand Barnardo's
Date of First Broadcast/Publication
Product Charity
Business Sector Public Safety, Health & Hygiene
Tagline Giving Children Back Their Future
Philosophy This case documents how in just 2.5 years Barnardo’s transformed its image amongst a generation of brand rejecters. A powerful advertising campaign spearheaded the re-launch, renewing the charity’s 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 UK’s largest children’s 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 Barnardo’s is pioneer in the diverse fields of modern childcare research and practice.
Media Type Newspaper
Market United Kingdom
Creative Director
Creative Team
Creative Team
Advertising Manager
Strategic Planner
Agency Producer

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