Titulo | Alcoholic |
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
|