FCB Inferno has created a new brand platform for the UK’s largest children’s charity, Barnardo’s.
‘Believe in me’ launches with an integrated campaign focusing on the incredible things that can happen when you believe in children. It will be launched across media on 23rd September, spearheaded by a 60” TVC to coincide with Barnardo’s launching a new 10 year corporate strategy.
Directed by Sara Dunlop, and produced by Rattling Stick, the film features five children whose lives have been transformed. Their narrative turns from victim to hero: ‘I am not his little secret’, ‘I am not the toys I never had’, ‘I am not my broken ribs’, ‘I am strong’, ‘I am free’, ‘I am proud’, ‘I am unstoppable’…
An evocative cover of Tears for Fear’s ‘Everybody Wants to Rule the World’ by Lorde builds as their performances gain in confidence. Their five performances are dramatic reconstructions of true events, each representing a key focus of Barnardo’s care. Individual stories will be found online, along with a deep-dive into the real case studies behind the campaign and the work Barnardo’s do across the UK.
60” and 40” TVCs edit will run into November, as well as VOD and the 60” in cinema. A print campaign will run across national press and specific BME media from 23rd September. Media has been managed by John Ayling Associates, Dam Digital built the online hub (www.believeinme.org.uk) and Stand is tasked with consumer PR. The ‘Believe in me’ platform will also be distributed and used across the organisation by its 8,000 employees and in the 600 stores.
Barnardo’s Director of Policy and Comms, Gill Holmes, says: “We’ve been championing children for 150 years, because we believe a child’s future should never be defined their past. We are announcing a bold new brand campaign to support our charity in transforming the lives of the UK’s most vulnerable children and their families.”
FCB Inferno CEO, Frazer Gibney, says: “Barnardo’s holds an unstinting belief in the resilience of children and their ability to turn their lives around. This campaign is built around that truth and, unlike so many charity ads, ‘Believe in Me’ focuses on hope and potential rather than despair.”