The APG Creative Strategy Awards Shortlist 2009: Barnardo's

Planned by: Ella Cockbain, John Harrison
Agency: Bartle Bogle Hegarty
Brand: Barnardo's
Campaign: Believe in children


A brief whose communications objectives are to raise awareness and "deservedness" for a children's charity. How much of a problem can that possibly pose for planning, I hear you cry. There can hardly be a more sympathetic cause than the welfare of children, surely? Wrong. Like every other business problem, it's a question of context, and the cultural context for this brief couldn't have been less promising.

At that time, the media were in a state of near hysteria over youth crime, describing Britain's youth in terms normally reserved for vermin, and the great British public were buying it. It would be something of an understatement to say that this was a subject area in which passions were running high.

This paper is also about passion. The passion of planning to stand tall against the demonisation of our youth and show the world the "good" in every "bad" child, using informed passion to force the public to confront their own passionate fear and loathing. In short, to persuade people that Barnardo's helps troublesome children when they deserve it least. Because that's exactly when they need it most.