Barnardos is Australia’s leading child welfare agency. Through a diverse range of integrated welfare programs and services Barnardos is committed to helping protect the lives of thousands of Australia’s children and young people who suffer the traumas of neglect and abuse and the humiliation of poverty and homelessness. Most of these children are innocent victims of desperate and dire situations.
We created an integrated campaign with TVC and press executions. In the past Barnardos relied on using distress space that newspapers and magazines provide to charities for a reduced rate. Normally these are small ‘filler’ ads but in this instance, the publications were so taken by the creative concept that full page ads were donated to help our cause.
Competing media outlets came on board and before long we had on our hands quite a large press advertising campaign consisting of metrolites, taxi tops and billboards, all donated for free based on the merits of the campaign. Along with all the press coverage, the campaign also was featured in Lüerzer’s Archive Magazine – an industry publication that recognises outstanding art direction.