O&M joins Brann to revamp Barnardo’s dated brand image

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 90s.

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

90s.



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.



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