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Case Study 24
break the cycle
The challenge
In a society where children are increasingly being demonized, the UK chil-
dren’s charity Barnardo’s supports some of the UK’s most troubled children.
The charity wanted to raise awareness of how it works to help and support
children by delivering cut-through and deepening engagement with its core
target market. The charity wanted to create a campaign that would stand out
and grab attention in an increasingly competitive sector, showing it in a con-
temporary light, while simultaneously bolstering ‘deservedness’.
Target audience
ABC1 adults and the media.
