Barnardo's is the UK's oldest and largest children's charity. Whilst awareness of our brand is high, our key challenge is to explain how we make a difference. Child Sexual Abuse (CSA) is an issue we've been raising awareness about for over 25 years. Not enough people know about CSA or that we run 45 specialist services when as many as 1 in 6 British children experience abuse in some form.
Our current brand campaign, Believe in Me, aims to illustrate how we help in a series of three films by exploring the experiences of children whilst highlighting our crucial role. In the second, 'Komodo', a computer-generated Komodo dragon represents the feelings of sexual abuse a teenage girl has suffered.
Our aims were to create a wider understanding of CSA and our services amongst target audiences, before directing them towards practical advice and myth-busting facts. We launched an integrated TV, digital marketing, media and content campaign which resulted in QoQ, 5%* more of the population understanding what we do (3.3M people), 6%* more aware of our brand (3.9M people) and 660,000 new potential donors. But most importantly it opened up vital conversation, so more children can stay safe.