Solution

The new line, ‘Believe in Children’, which will be their new long-term strategic brand positioning, aims to re-enforce Barnardo’s underlying philosophy: that it tirelessly supports the UK’s most vulnerable children. The campaign aims to challenge the public’s current somewhat negative perception of childhood in the UK today whilst inspiring them to support the charity’s work. The key thread throughout all elements of the campaign is that Barnardo’s is determined to stick by young people until they get their lives back on track. The idea is led with the ‘F**k Off story’. The film features a moving portrayal of a young boy who told everyone to f**k off, including his parents, foster parents and numerous social workers. He also told Barnardo’s to f**k off, but because of their determination and belief in him they didn’t.