| Título | Alcoholic |
| Agencia |
BBH
|
| Campaña |
Giving Children Back Their Future - Barnado's Charity
|
| Anunciante |
Barnardo's
|
| Marca |
Barnardo's
|
| Fecha de primera difusión/publicación |
2000 / 6
|
| Producto |
Charity
|
| Sector Empresarial | Seguridad pública, salud e higiene
|
| Lema | Giving Children Back Their Future |
| Filosofía | 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. |
| Medio |
Publicidad en periódicos
|
| Mercado | Reino Unido |
| Director creativo |
John O'Keefe
|
| Miembro del equipo creativo |
Alex Grieve
|
| Miembro del equipo creativo |
Adrian Rossi
|
| Fotógrafo |
Nick Georghiou
|
| Director de publicidad |
Andrew Nebel
|
| Planificador estratégico |
Dan Goldstein
|
| Productor de la agencia |
Shelley Buick
|
