The Children's Society "A thing called hope" by BMB

The Children's Society emphasises the reality of criminal exploitation among 10- to 18-year-olds.

Using a "hope meter", the ad follows a young boy called Reese who is recruited into drug trafficking before receiving support from The Children’s Society. It comes as part of the brand’s new brand positioning "fighting for hope", which highlights the struggles of vulnerable young people.

The ad launches today (16 November) on Channel 4 alongside radio, social and digital activity. It was created by Ben Lambert and Alex Mawby, and directed by Charlotte Regan through Knucklehead. Media planning and buying is handled by Craft and The Kite Factory.

Credits

Creative agency
BMB
Designer
Digital content director
Account manager
Strategist
Account director
Managing director
Chief creative officer
Chief strategy officer
TV producers
Creative producer
Media planning/ buying
Production co
Director
Executive producer
Post production
Sound design

Become a member of Campaign from just £88 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