Alex Grieve
Global & London CCO at BBH
London, United Kingdom
ЗаголовокHeroin Baby
Агентство
Кампания Giving Children Back Their Future - Barnado's Charity
Рекламодатель Barnardo's
Бренд Barnardo's
Дата первой трансляции/Публикации 2000 / 6
Продукт Charity
Бизнес сектор Общественная безопасность, здоровье и гигиена
Слоган Giving Children Back Their Future
философия This case documents how in just 2.5 years Barnardo’s transformed its image amongst a generation of brand rejecters. A powerful advertising campaign spearheaded the re-launch, renewing the charity’s 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.
Проблема 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.
Тип медиа Газета
Рынок United Kingdom
Креативный директор
Креативная команда
Креативная команда
Фотограф
Менеджер по рекламе
Стратегический планировщик
Продюсер агентства

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