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Cable & Wireless has struck the first deal of its kind in which it

’sponsors’ TV advertising for children’s charity Barnardos, and receives

a credit at the end of the commercial.

The cable operator’s money has helped Barnardos launch its first fully

integrated campaign.

The charity’s advertising campaign breaks next week. The ad, through

Ogilvy & Mather, aims to make Barnardos’ image more contemporary, raise

funds and help increase awareness of current issues.

Instead of using real children or actors, animation is used to show case

histories of children in care.

The cable operator’s logo will appear on the TV ad’s end frame, which

features a young girl on the familiar Cable & Wireless yellow

background.

The TV ad is supported by press work, radio, direct marketing and

leaflets in the charity’s 320 shops, each expressing a different theme

such as adoption, bereavement and learning difficulties. A response

mechanism for donations is included.

A Cable & Wireless spokeswoman said it is looking to develop a long-term

partnership with the charity, and is keen to become involved in

community projects.

Cable & Wireless linked with the charity for its pounds 50m launch last

month, donating 50p for every completed survey it received from its

direct response ads.

The high-profile launch campaign also included the booking of the entire

colour advertising capacity of the national press at a cost of around

pounds 1.6m, four separate TV ads and poster work.

Barnardos currently has 250 projects looking after 30,000 children, and

has so far received around pounds 100,000 from the survey initiative,

which runs throughout November.

Earlier this month, Cable & Wireless sponsored the report ’Today &

Tomorrow - Investing in Our Children’, published by Barnardos, which

illustrated the benefits of early investment in children and called for

more government support.