Believe in Me

FCB Inferno for Barnardo's


The world is on fire.
Bad news and shocking imagery is everywhere you look.
It’s no surprise people are turning away.
What can an individual do in the face of all of this?

We’re living in a time of compassion fatigue.
Charities tried and tested methods are under threat.
Something needed to change.
So we ripped up the rulebook of charity comms to find something different.

'‘Believe in Me’ brought the children’s voice into the campaign.
It transformed them from victims into heroes.
Showed them as proud, defiant, resilient and optimistic.
It provoked ‘awe’ at their ability to find strength from their vulnerability.
And showed that no matter how dark their past, a brighter future awaits.

It put Barnardo’s back in the minds of the British public.
Smashed all digital and social benchmarks.
And found 1.4million new prospects along the way.
Proving that you don’t need to shock people to get them to take action.

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