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Barnardos is launching the biggest advertising campaign in its

history next Monday to reposition the brand as a modern children’s

charity.

The pounds 2 million push is the first by Ogilvy & Mather since it won

the account last March. The aim of the advertising is to move the

public’s perception of the charity away from the now-defunct homes to

the work it does with children and young people.

O&M has sought to stand out from other children’s charity advertising by

using animation to bring the Barnados branding device to life. The TV

ad, sponsored by Cable & Wireless in the first deal of its kind, focuses

on a boy, Jason, and his two sisters whose parents die when they are

very young. Through Barnados, the children are found foster parents so

they can stay together as a family.

Leon Jaume, O&M’s deputy creative director, said: ’It was a difficult

brief. We wanted people to feel good about giving, rather than feeling

guilty about not giving.’

The TV buying strategy developed by the Network targets a handful of

high-impact spots such as News at Ten and Coronation Street.

The TV ad was written by Jaume and art directed by Billy Mawhinney. It

was directed by Geoff Dunbar at High Eagle Productions. C&W’s logo

appears at the end.