|广告战役||Giving Children Back Their Future - Barnado's Charity|
|广告口号||Giving Children Back Their Future|
|剧情简介||A young girl stands soliciting outside the open door of a car. The headline tells us that this is Kim Vale, aged 24. The body copy indicates that unless underprivileged children and those in danger are helped at an early age, their destiny may be predetermined. The endline is 'Giving Children Back Their Future'.|
|哲学|| We observed that in a market defined by short-term action, rescue and crisis relief, Barnardos stood out as taking a long-term perspective.|
We dramatised this long termism through one thought: Giving Children Back Their Future and we illustrated that thought with some pretty harrowing imagery. We had to get the message through to as many people as possible on a very tight budget. Moreover, with a charity account, advertising must act as a catalyst to a wider debate.
|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.|
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