Barnardo’s, the UK’s largest children’s charity, has chosen Ogilvy
and Mather to help reposition it as a relevant aid group for the
O&M will work alongside Barnardo’s marketing and communications team to
update the charity’s image, which is rooted in its former role of
running children’s homes despite the fact that Barnardo’s closed its
last orphanage in 1981.
Barnardo’s charitable activities now include fostering, adoption and
counselling. However, a recent Mori poll revealed that 97 per cent of
the public still believed the charity ran orphanages.
Around 35 per cent of Barnardo’s pounds 1.5 million budget will be spent
above the line. The rest of the budget will go on direct mail through
the charity’s below-the-line incumbent, Brann.
O&M and Brann are expected to work closely together, repeating their
recent joint work on Guinness.
O&M was chosen from a shortlist that included Abbott Mead Vickers BBDO,
DMB&B, J. Walter Thompson and Young and Rubicam.