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BMB Highlights the Need for Hope for The Children's Society Heart-Wrenching Spot

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'Fighting for Hope' follows the work young vulnerable people go through to keep hope alive

BMB Highlights the Need for Hope for The Children's Society Heart-Wrenching Spot

The dangers for young people aged 10-18 facing abuse, neglect, and criminal exploitation and the impact of this risk on their hopes are highlighted in a heart-wrenching new campaign for TheChildren’s Society by creative agency BMB.

The campaign announces The Children’s Society’s new brand positioning ‘fighting for hope’ in vulnerable young people and dramatises the work they do to keep hope alive when it is at greatest risk. ‘A thing called hope’ tells the story of hope in crisis as wefollow Reece, a loving brother and son who is recruited unwillingly into‘county lines’ drug trafficking. Reece’s hope is represented as a ‘hope meter’,fluctuating with the challenges of his young life and restored by a caseworker from The Children’s Society.

The TV campaign is supported by radio,social and digital display activity and is intended to raise the charity’s profile and raise funds at a time when young people need their services more than ever. 

Mark Russell, chief executive of The Children’s Society, said: “The Children’s Society is stepping up the fight for young people’s hope at a time when it’s never been more threatened. To do that well, we must have a far louder voice, speaking out for the needs of young people and insisting that attention must be paid to their lives and needs. I am delighted in this powerful and timely storytelling and the light it throws on the importance of hope for young people and the work we do to keep it alive.”

Matt Lever, chief creative officer at BMB, said: “Hope is something that’s in short supply for a lot of young people right now. Seeing the work that The Children’s Society does to restore hope for kids when they’re in situations where they might give up entirely is really powerful. We wanted to get the message across to audiences that by supporting The Children’s Society they’re giving hope to society’s most vulnerable members.”

The campaign breaks on 16 November on Channel 4 with further activity on radio, social media and online display.

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Advertiser: The Children's Society

Creative Agency

Creative Agency: BMB

Creatives: Ben Lambert & Alex Mawby

Chief Creative Officer: Matt Lever

Chief Strategy Officer: David Bain

Strategist: Amy Bowker

Managing Director: Claudia Wallace

Account Director: Laura Battersby

Account Manager: Liv Myers

Digital Content Director: Bianca Eglington

Designer: Sam Hamer

TV Producer: Kate Banks / Tracy Macassey

Creative Producer: Charlotte Riley

Media Agency

Media Planning Agency: Craft & The Kite Factory

Production Company

Production Company: Knucklehead

Director: Charlotte Regan

Executive Producer: Francis Mildmay-White


Editor: Marshall Street Editors

Post Production / VFX

Post Production Company: Framestore

Sound Design: Wave

Composer: Patrick Jonsson@ Air Edel

Genres: Drama

Categories: Corporate, Social and PSAs, Charity

BMB Agency, Mon, 16 Nov 2020 12:12:57 GMT