Children’s charity Barnardos is launching a campaign that aims to encourage people to reconsider their opinion of difficult children. The campaign, created by Bartle Bogle Hegarty, will run across print, radio and online, with the radio ads voiced by James Bond actor Daniel Craig.
The online campaign focuses on the true story of a verbally abusive child. The execution sees him tell care workers and teachers to “f**k off”. The end of the ad underlines the fact that the charity refuses to “f**k off” and give up on such children.
Barnardos aims to use to campaign to position itself as “believing in children”, because it supports youngsters from teenage mums to young criminals. The charity says that while it has always helped children in such circumstances, children have never been so widely dismissed for their poor behaviour as they are now.
The charity cites the findings of research it commissioned, conducted by GfKNOP, which shows that 25% of adults think disruptive or anti-social children are beyond long-term help by the time they are 13 years old.