| Заголовок | Alcoholic |
| Агентство | BBH |
| 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 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. |
| Проблема | 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. |
| Тип медиа | Газета |
| Рынок | United Kingdom |
| Креативный директор | John O'Keefe |
| Креативная команда | Alex Grieve |
| Креативная команда | Adrian Rossi |
| Фотограф | Nick Georghiou |
| Менеджер по рекламе | Andrew Nebel |
| Стратегический планировщик | Dan Goldstein |
| Продюсер агентства | Shelley Buick |
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