Alex Grieve
Chief Creative officer (CCO) at AMV BBDO, London
London, 英国
标题Heroin Baby
广告公司
广告战役 Giving Children Back Their Future - Barnado's Charity
广告主 Barnardo's
品牌 Barnardo's
首次发布日期
产品 Charity
行业领域 公共安全、保健及卫生
广告口号 Giving Children Back Their Future
哲学 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.
问题 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.
媒体类别 报纸
市场 英国
创意总监
创意团队
创意团队
摄影师
广告经理
战略企划
广告公司制片

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