Barnardo's - "Child Prostitute"

BBH

BBH London, Reino Unido

Prêmios

24137

Marca: Barnardo's
País: Reino Unido

Anunciante: Barnardo's

Titulo	Child Prostitute
Agência	BBH
Campanha	Giving Children Back Their Future - Barnado's Charity
Anunciante	Barnardo's
Marca	Barnardo's
Data da primeira Transmissão/Publicação	2000 / 6
Produto	Charity
Sector Empresarial	Segurança pública, saúde e higiene
Legenda	Giving Children Back Their Future
História	A young girl stands soliciting outside the open door of a car. The headline tells us that this is Kim Vale, aged 24. The body copy indicates that unless underprivileged children and those in danger are helped at an early age, their destiny may be predetermined. The endline is 'Giving Children Back Their Future'.
Filosofia	We observed that in a market defined by short-term action, rescue and crisis relief, Barnardos stood out as taking a long-term perspective. We dramatised this long termism through one thought: Giving Children Back Their Future and we illustrated that thought with some pretty harrowing imagery. We had to get the message through to as many people as possible on a very tight budget. Moreover, with a charity account, advertising must act as a catalyst to a wider debate.
Problema	In 1999 Barnardo's, the UKs largest childrens charity, was particularly concerned that its deservedness ratings were slipping. The public wrongly perceived the organisation to run orphanages and there was a lack of contemporary relevance. In fact Barnardos is pioneer in the diverse fields of modern childcare research and practice.
Tipo de Mídia	Publicidade em jornais
Mercado	Reino Unido
Director criativo	John O'Keefe
Equipa criativa	Alex Grieve
Equipa criativa	Adrian Rossi
Fotógrafo	Nick Georghiou
Director de publicidade	Andrew Nebel
Planeador estratégico	Dan Goldstein
Produtor da agência	Shelley Buick