Barnardo's TV ad receives flood of complaints

LONDON - Ad watchdogs are probing a hard-hitting TV ad for Barnardo's that features a girl being hit, mugging someone, and then taking drugs.

Barnardos...TV ad by Bartle Bogle Hegarty
Barnardos...TV ad by Bartle Bogle Hegarty

The spot, "break the cycle", by Bartle Bogle Hegarty, is aimed at showing how child abuse can lead to a downward spiral for the victim.

A spokeswoman for the Advertising Standards Authority confirmed that it had received more than 400 complaints about the ad.

She said the body would investigate the spot under taste and decency rules.

The ad was given a post-9pm watershed restriction when it was released.

In 2007, Barnardo's escaped censure for its controversial "f**k off" campaign, which went on to win a number of awards, including at the inaugural Campaign Big Awards.

Watch 'break the cycle' by BBH

Become a member of Campaign from just £78 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