标题 | Alcoholic |
广告公司 |
BBH
|
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 |
2000 / 6
|
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 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. |
问题
| 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. |
媒体类别 |
报纸
|
市场 | 英国 |
创意总监 |
John O'Keefe
|
创意团队 |
Alex Grieve
|
创意团队 |
Adrian Rossi
|
摄影师 |
Nick Georghiou
|
广告经理 |
Andrew Nebel
|
战略企划 |
Dan Goldstein
|
广告公司制片 |
Shelley Buick
|