The execution, entitled the 'F**k off story', is the charity's first online ad. It exclusively targets an adult audience and, because of its content, asks viewers to opt in prior to viewing.
Barnardo's is also introducing the strapline 'Believe in children', developed by Bartle Bogle Hegarty, repositioning it from its 'Giving children back their future' stance, which it has used since 1999.
The ad, which broke yesterday on www.guardian.co.uk, shows a boy telling adults including his parents to 'f**k off'. The boy also tells Barnardo's workers to 'f**k off', but they refuse to dismiss him as a lost cause. The activity will also span radio, national press, outdoor and Tube cards.
In 2003, Barnardo's press ads featuring images of babies with a syringe, cockroach and bottle of methylated spirits in their mouths were banned by the ASA after hundreds of complaints.
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