Barnardo's: Believe in Me
Our latest campaign for Barnardo's makes Barnardo’s role in a child's healing process more explicit. Each execution features a child affected by a different issue, for example sexual abuse, and highlights how they have started working through it with Barnardo’s support and belief.
Barnardo’s is the UK’s largest children’s charity, offering vital support services to children and young people regardless of their personal circumstances. In 2016, we worked with them to develop ‘Believe In Me’, a creative platform that recast young people as resilient individuals with the potential to overcome anything, if they have the right support.
Our latest campaign continues where the first one left off, by highlighting the role Barnardo's plays in the healing process. Each campaign execution features a child affected by a different issue, and highlights how they have been able to start working through it with Barnardo’s support and belief. Two of them consciously focus on mental health, due to the rising number of mental health issues being reported in young people today.
In this awareness-raising campaign, we highlight the issue of child sexual abuse. ‘Komodo’ is the second of Barnardo’s latest ‘Believe in Me’ campaigns and is designed to shine a spotlight on Barnardo’s tireless work; every year they support thousands of children and young people who have been sexually abused and exploited.
It shows a young girl sitting on a bed, a computer-generated Komodo dragon emerges from the bathroom and makes a slow and terrifying advance towards her. Through the advert, the audience is shown that she is the subject of online grooming; whose abuser coerces or manipulates her into a sexual relationship that she feels powerless to escape from.
Since launching the campaign, Barnardo's has seen an 80% increase in donations, 60% increase in Instagram engagement and 37% increase in visits to Barnardo’s website.
The campaign has also received overwhelmingly positive PR and has been picked up by numerous advertising and charity publications – including Campaign, The Drum, Little Black Book and Best Ads on TV. David Reviews rated it 5 stars, calling it ‘a timely look at the impact proper support can have on a young person’s life’.