The charity claims that the ad is the first ever “filmic palindrome”, meaning that the second half of the ad shows the same images as the first half but in reverse, depicting a young girl’s descent into despair and her recovery with the charity’s support.
The ad, called Turn Around, was created by BBH and breaks today (4 December).
The soundtrack is set to Moon and Moon by Bat for Lashes.
The campaign aims to encourage viewers to support the charity and help change the lives of vulnerable young people.
The TV campaign follows the charity’s hard-hitting “Break the Cycle” ads which aired last year.
Barnardo’s UK director of communications, Diana Tickell says: “We see this as an important stage in our advertising not only raising awareness of the reality of the issues we work with but now showing how Barnardo’s makes a difference. Research shows that this is the biggest challenge for us – people do not understand fully what we do, so it’s vital that we communicate this to gain support.”