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 |