BBH creates hard-hitting Barnardos TV ad

LONDON - Bartle Bogle Hegarty has produced a harrowing campaign for Barnardo's that hammers home its "believe in children" strapline.

The campaign, which broke last night, is fully integrated and contains three components: two online campaigns and a TV ad.

Called "break the cycle", the TV ad consists of five scenes featuring one girl.

In the first scene, she mugs someone; in the second, she's shown crying in a cell; the third sees her get a slap round the back of her head from her dad once she's out; in the fourth, she struggles at school; while in the fifth, she's shown shooting up.

The ad then shows these scenes again and again with faster cuts to emphasise the cycle the girl is locked into.

In the accompanying digital work, the viewer is invited to interact with the characters from Barnardo's point of view.

An abusive teenage girl shouting at the camera just wants to be told she is worth something.

When the viewer clicks on the scream during her rant, a voiceover translates what she is actually trying to say if only someone would listen.

A violent boy destroying his cell is literally crying out for a human touch. This is demonstrated in a creative idea that shows the boy in the film reaching out and grabbing the viewer's hand-shaped cursor.