Barnardo's: Giving Barnardo's back its future - IPA Effectiveness Awards Case Study 2002

Brief Description: This case documents how in just 2.5 years Barnardo's transformed its image amongst a generation of brand rejecters. A powerful advertising campaign spearheaded the re-launch, renewing the charity's relevance today along with the perceived deservedness of its work. To capitalise on the resurgence of interest that the advertising had created, a new communications channel was employed: Face-to-Face. The net result is a younger more valuable base of donors guaranteeing millions of pounds of donations income well into the future. ;---(TAGS)--- Full Title: Barnardo's : giving Barnardo's back it's future ; Number: 2002/33 ; Brand Name: Barnardos ; Client: Barnado's ; IPA_ProductCoding: Charities (All charities) ; Agency: BBH ; Author: Mary Gladstone, Michael Kelly ;