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.