The ad, which is part of its wider 'Believe in children' activity, will break in cinemas this Friday, despite the fact that the Advertising Standards Authority is already investigating the campaign after receiving two complaints about a print ad.
The execution features a young boy using swearwords while talking about his experience of family life, foster care and social workers. He explains that while others have given up on him, Barnardo's has not.
The ad will be run across the Carlton Screen Advertising network; a 'bleeped-out' version will run before films with a 15 certificate and an uncensored version before those rated 18. The movies will include The Hoax and The Bourne Ultimatum.
Andrew Nebel, director of communications at Barnardo's, said the charity had opted to use cinema as the medium will allow it to give a more accurate portrayal of its work with young people.
'The use of swearing in the film is a true reflection of the frustrations young people feel in these difficult situations,' he said.
The ad has already been rolled out online, although potential viewers were asked to opt-in prior to watching it because of its adult content (Marketing, 27 June).
Barnardo's will also be running a poster campaign featuring separate executions from the cinema ad.
A spokeswoman for Barnardo's said the campaign is intended to act as a rallying call against the negativity that tends to surround young people today.
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