Barnardos is launching the biggest advertising campaign in its
history next Monday to reposition the brand as a modern children’s
The pounds 2 million push is the first by Ogilvy & Mather since it won
the account last March. The aim of the advertising is to move the
public’s perception of the charity away from the now-defunct homes to
the work it does with children and young people.
O&M has sought to stand out from other children’s charity advertising by
using animation to bring the Barnados branding device to life. The TV
ad, sponsored by Cable & Wireless in the first deal of its kind, focuses
on a boy, Jason, and his two sisters whose parents die when they are
very young. Through Barnados, the children are found foster parents so
they can stay together as a family.
Leon Jaume, O&M’s deputy creative director, said: ’It was a difficult
brief. We wanted people to feel good about giving, rather than feeling
guilty about not giving.’
The TV buying strategy developed by the Network targets a handful of
high-impact spots such as News at Ten and Coronation Street.
The TV ad was written by Jaume and art directed by Billy Mawhinney. It
was directed by Geoff Dunbar at High Eagle Productions. C&W’s logo
appears at the end.