What drove the change in brand?
In 2016, Barnardo’s celebrated its 150th anniversary and wanted to use the event as an opportunity to evolve its Believe in Children positioning. It hoped to build a stronger emotional relationship with the British public and cut through compassion fatigue.
What did the change involve?
The agency FCB Inferno was brought on board to develop the brand. The agency found that Barnardo's children were proud and optimistic about their future, not the victims people were used to seeing. It therefore turned them from victims to heroes, telling their amazing stories of transformation in their own voices. Their stories ended with the direct ask delivered by the child to "Believe in Me".
Messages were always delivered by a child and tailored to each channel: digital advertising said "don’t skip me" and shop windows read "don’t walk past me; believe in me". The new branding was developed to have a positive message, provoking feelings of hope and optimism.
What difference has this made?
The campaign generated 1.4 million warm fundraising leads and more than £1m of incremental income in just three months. There was a 6 per cent jump in levels of brand awareness, and 41 per cent of people said they were more likely to donate as a result of seeing the campaign.
The message reached an audience of 122 million people and attracted a significantly younger audience. It generated six times more social engagement than any previous marketing activity.
What did the judges say?
"The narrative and rationale for the brand development is strong and the agency did a great job bringing this to life," said Richard Davidson, engagement director at Anthony Nolan.
Action for Children