The charity sector has become as competitive as any commercial sector but without the budgets. The challenge is to create sophisticated, senstitive communcation that works on both a brand and direct response level with startlingly low budgets. Barnardos needed to not only raise money in a tightening economy, but remain relevant amongst the myriad deserving causes making claims on people’s time and money.
We focussed on our central character, Adam. He encapsulates the vulnerability and potential in every child. He illustrates how memories make us who we are and how affecting a child’s experience now, will equip them with the character and independence to make the most of their own lives as they grow up.
This was a truly humbling experience of co-operation and benevolence from the creative and media community with everyone working for free or for a fraction of their usual rates.
The campaign has exceeded its donor’s target by 40% within two months of launch. Barnardos Ireland has consolidated its position as the leading charity in its sector and one of the leading charities in the state.