Campaign Q & A

What are the aims of the campaign?
We aim to inspire the public by asking them to restore their belief in children. We know (and can demonstrate) that with the right help, committed support and a little belief, even the most vulnerable children can turn their lives around.

Ultimately, we want the campaign to engage people emotionally, making them feel good about Barnardo’s and helping them to gain an understanding of what we do.

What are the key messages of the advertising campaign?
The campaign is asking the public to restore their belief in children. The challenging advertising exemplifies Barnardo’s belief and sustained commitment in children no matter what their circumstances. It also challenges pre-conceptions about children who find themselves in trouble and/or disadvantage.

Are your adverts based on real children and young people?
Our adverts are based on the real children and young people who we work with. The stories are reflective of the issues, attitudes and feelings faced by our children’s services staff every day.

Who are the children used in the adverts?
Models.

Do you think it is appropriate for a children’s charity to encourage swearing?
The swearing is a portrayal of our real experiences of working with children and young people in some circumstances. The decision to allow the language to be used portrays the reality that we are not deflected by bad language and will persevere and look beyond aggressive terms to see the potential in every child.

Why has Barnardo’s got a new strapline?
The current charity market is hugely competitive and as a result Barnardo’s must stand out and be understood in this crowded sector. ‘Believe in children’ reflects our vision and purpose and will make people empathise with our work and make it relevant to them. We want to show Barnardo’s as a modern charity that has moved on from running orphanages and our new message can help reflect this.

What will the advertising mediums you are using?
Press adverts: From 26 June - 1 July
London tube panels in carriages on the Northern and Piccadilly Lines: From 27 June – 4 July
Radio advertising: From 26 June – 3 July
Billboards (3,000): From 2/5 July – 23 July
Online microsite: Live on 26 June - ongoing

How do you measure the success of our advertising?
Each year we commission an independent research agency to carry out qualitative research pre / post the launch of the advertising.  This research involves a new sample of individuals each year which is representative of our target audience. They are each individually interviewed for approximately 30 minutes on a wide range of questions.
Many of the questions remain consistent so that we can measure the shift in responses so for example we can track:

1. Awareness of Barnardo’s (both when people are asked about us specifically and when they are asked to name charities themselves at random)
2. How deserving Barnardo’s is as a charity
3. Awareness and thoughts about the work Barnardo’s does

How much has the advertising cost?
The cost of the campaign is approximately £850k. This is from the annual Marketing & Communications advertising budget.  This has been also been stretched by support from suppliers including Clear Channel who have provided free bus shelter poster sites. 

What can I do to show I also believe in children?
You can show you believe in children by texting ‘Believe’ to 84862 or by signing up online.

What do you want the government to do to help us to believe in children?
A good starting point would be to ensure that the commitment to eradicating child poverty is reinvigorated and positive steps are taken to ensure this happens.

This is not only about the government however. We want a cultural shift in the way society in general views children and young people. You can show your support now by texting ‘Believe’ to 84862 or signing up online.