Adrian Rossi
Executive Creative Director at AMV BBDO
London, Großbritannien
TitelChild Prostitute
Agentur
Kampagne Giving Children Back Their Future - Barnado's Charity
Werbende Barnardo's
Marke Barnardo's
Datum der ersten Ausstrahlung/Veröffentlichung 2000 / 6
Produkt Charity
Geschäftsbereich Öffentliche Sicherheit & Gesundheit
Slogan Giving Children Back Their Future
Story 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'.
Philosophie We observed that in a market defined by short-term action, rescue and crisis relief, Barnardo’s 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.
Problem In 1999 Barnardo's, the UK’s largest children’s 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 Barnardo’s is pioneer in the diverse fields of modern childcare research and practice.
Medientyp Zeitungsanzeige
Markt Großbritannien
Creative Director
Creative Teammitglied
Creative Teammitglied
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