UK children’s charity Barnardo’s has unveiled a new campaign to highlight the damning effect of the cost of living crisis on vulnerable families and children.
The ad campaign, which is the brand’s first piece of marketing activity in 18 months, intends to not only tackle child poverty but also bring to light the challenges being faced by families struggling with rising food and energy prices.
Produced by creative agency Open, the ‘Big If’ film sees a young boy receive help from Barnardo’s as his mum struggles to provide for him.
According to the charity, research shows that 58% of Barnardo’s staff are currently supporting a child experiencing poverty and a further 62% are giving food to families struggling to finance food shops and other necessary purchases.
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“The cost-of-living crisis is having a hugely detrimental impact on so many of the country’s most vulnerable families and it threatens to push those we’re here to help even closer to crisis,” Barnardo’s chief executive Lynn Perry MBE said.
“We are launching a campaign to tackle child poverty in the hope that it will educate, inspire and motivate people to donate or support us in other ways so we can continue to champion the children and families who need us most.”
The campaign will feature across TV and be supported by out-of-home and radio platforms, bossing the tagline ‘if we can change a childhood, we can change a life’.
