We were inspired by Barnardo’s children; they were proud and optimistic about their future, not the victims people were used to seeing.

So we turned them from victims to heroes, telling their amazing stories of transformation and making sure their voice is heard. Their stories ended with the direct ask delivered by the child to “Believe in Me”. This became our line and creative idea.

The films feature five children stepping into spaces representing their past. Using powerful performances, they demonstrate that no matter what they’ve been through, a brighter future awaits. They are proud, defiant and optimistic, behaving in a way people are not used to seeing in charity comms.

When a vulnerable child asks you directly to ‘Believe in Me’, it is almost impossible to turn away. And when that message is delivered from a child it provokes a feeling of hope and optimism in the viewer.

The hero film launched simultaneously on TV, online and in cinema featuring the stories of five Barnardo’s children representing different priority service areas (including Child Sexual Exploitation and Fostering) and driving online.

Our website and social media told the individual stories of each child and linked them to a specific action that could help. We also created two full-length films; shot in a single take; for the gymnast and ballerina that allowed people to engage in more depth. Print advertising also told individual stories.

Once people had engaged with us digitally, they were retargeted with digital display and social advertising that would drive them to donate.

Our heroes also featured across Barnardo’s 600 retail stores, asking people to show they believed by donating stock.

Direct Mail was also used to target prospects.

The campaign launched in late September 2016 and ran until December. There is more to come in 2017.

The campaign has made a major difference for Barnardo’s in a short time:

- 1.4m new warm fundraising leads generated

- This group are 13x more likely to engage with follow-up activity

- Believe in Me has delivered over £1m in incremental income through donations and additional stock generated through retail in just three months

- 6% jump in brand awareness

- 41% of people were more likely to donate as a result of seeing the campaign

- We reached an audience of 122m with our message

- Generated 6x more social engagement than any previous marketing activity

- The campaign attracted a significantly younger audience into the charity and had particular success in building a relationship with the South Asian audience.