| Titulo | Heroin Baby |
| 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 |
| Filosofia | This case documents how in just 2.5 years Barnardos transformed its image amongst a generation of brand rejecters. A powerful advertising campaign spearheaded the re-launch, renewing the charitys relevance today along with the perceived deservedness of its work. To capitalise on the resurgence of interest that the advertising had created, a new communications channel was employed: Face-to-Face. The net result is a younger more valuable base of donors guaranteeing millions of pounds of donations income well into the future. |
| 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 |