Barnardo's interactive poster smiles and thanks donors

By Helen Barrett, Third Sector Online, 17 December 2009

Barnardo's interactive advert in London's West End

Barnardo's interactive advert in London's West End

Charity chooses London's West End for 'unique' advert

Barnardo's has unveiled an interactive poster in London's West End this week that smiles and says "thank you" to passers-by who donate money.

The poster, which the charity claims is unique, combines a traditional collecting tin with a video image of the same vulnerable young woman depicted in the charity's Turning Children's Lives Around television advertising. It cost the charity £24,575.

"The girl doesn't move much - you can just see her breathing," said Nick Gill, creative director of advertising agency BBH, which created the poster. "But when a coin is put into the collecting tin, she looks up at you and breaks into a semblance of a smile."

The screen goes dark and "thank you" then appears in her place.

A spokeswoman for Barnardo's said the charity had no plans to roll out the campaign to other sites.

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