Barnardo's 'Carebnb' site apes Airbnb to highlight state of care-leaver accommodation

What appears to be the homepage of an Airbnb-style website, transmutes from a smart room into a grim pastiche bearing an image of a squalid bedsit, in a Barnardo's campaign highlighting the plight of young people coming out of care.


The charity has actively mimicked Airbnb’s website design, carrying it through to the name of its campaign portal - Carebnb.

The site is designed to convey the state of housing conditions that people who leave the care system face, and it went live yesterday (23 October) to coincide with the start of National Care Leaver’s Week.

Once a user delves into the site, they can "visit" some of the less-than-salubrious accommodation on offer. 'The Cold Hart' and 'The Grim Retreat' and 'Bleak Street B&B' are just a few of the one-star and zero-star venues on offer. Testimonials include: "Drug addicts, alcoholics and others were staying there" and "Lock on communal bathroom didn’t work".

The site invites people to give their support to Barnardo’s Beyond Care campaign, which is urging people to petition their local councils and demand better conditions for the country’s care leavers.

Users can enter their details on the site and en email will automatically be issued to their councillor from their own email address, via Carebnb.

Brand: Barnardo’s

Agency: In-house

Read next

Nokia: a potted history of the soon-to-be obsolete mobile brand

40 brand logos with hidden messages

Become a member of Campaign

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

Become a member

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

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