| Titre | Alcoholic |
| Agence |
BBH
|
| Campagne |
Giving Children Back Their Future - Barnado's Charity
|
| Annonceur |
Barnardo's
|
| Marque |
Barnardo's
|
| Date de première diffusion/publication |
2000 / 6
|
| Produit |
Charity
|
| Secteur d'activité | Santé publique, hygiène et sécurité
|
| Slogan | Giving Children Back Their Future |
| Philosophie | 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. |
| Problème | 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. |
| Type de média |
Presse quotidienne
|
| Marché | Royaume-Uni |
| Directeur de création |
John O'Keefe
|
| Equipe créative |
Alex Grieve
|
| Equipe créative |
Adrian Rossi
|
| Photographe |
Nick Georghiou
|
| Responsable de la publicité (annonceur) |
Andrew Nebel
|
| Planneur stratégique |
Dan Goldstein
|
| Producteur, agence |
Shelley Buick
|
