Barnardo's expands ad strategy with new DRTV work from PAA

Barnardo's is moving into direct-response television for the first time with creative that attempts to combine fundraising with an awareness message.

Partners Andrews Aldridge has created a 60-second commercial that uses a Sean Bean voiceover to make the point that four million children in the UK live below the poverty line, and draw attention to the long-term effects this causes.

The ad features a close-up of a young girl's eyes staring at the viewer.

A voiceover asks the viewers to "look her in the eye and tell her she can wear the shoes that rub her feet raw". Similar messages follow but then a freephone number covers the girl's eyes and Bean says: "Can't do it?"

TV advertising, which targets a broad audience through spots on Channel 4 and most cable and satellite stations, is supported by a direct mail and insert campaign. After an initial test period, Barnardo's will use DRTV as part of its permanent donation strategy.

The ad was created after consumer research led the agency to cast a five-year-old girl in the commercial rather than an older child.

The ad was written by Roger Morris and art directed by Steve Aldridge, the creative partner at Andrews Aldridge. It was directed by Phil Taylor from Sneezing Tree Films. Media was by John Ayling & Associates.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).