The Advertising Standards Authority has received 437 complaints, leading the charity to run newspaper ads defending its use of shocking images to highlight how children are damaged by poverty.
But according to research carried out for Marketing by OMD Snapshots, the majority of people do not find the dramatic images used in advertising by charities such as Barnardo's shocking, with most saying they have no impact on whether they donate money to the charity.
Of the 1097 people asked whether they are shocked by the images, 62.5% said they were not, while 37.5% said they were.
Only 11.9% said they were shocked enough to give money, with 18.2% saying the images turned them off donating money or time.
SHOCK TACTICS
Are you shocked by images used by charities such as Barnardo's in their
ads?
Yes 37.5%
No 62.5%
Does charity advertising shock you into action or turn you off the idea
of giving money to the charity
Shocks me into action 11.9%
Turns me off 18.2%
Doesn't make a difference 67.6%
Don't know 2.3%
For enquiries about OMD Snapshots call 020 7893 4124
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