Barnardo's – Believe in Me: Transforming charity advertising by ripping up the rulebook

Barnardo's, a British children's charity, re-established its brand with the British public by producing an advert that broke conventions of children's charity advertising.

Campaign details

Brand: Barnardo'sClient: Barnardo'sAgency: FCB Inferno

'Out of your vulnerabilities will come your strength.' Sigmund Freud

The world is on fire.

Bad news and shocking imagery is everywhere you look.

It's no surprise people are turning away.

What can an individual do in the face of all of this?

We're living in a time of compassion fatigue.

Charities tried and tested methods are under threat.

Something needed to change.

So we ripped up the rulebook of charity comms to find something different.

'Believe in Me' brought the children's voice into the campaign.

It...

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