Barnardos

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Barnardos

• Diana Tickell
• UK Director of Communications

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Content

• Break the Cycle TV advertising
• Coping with Controversy

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How big is our challenge?

• Spontaneous awareness 12
• What do you think Barnardos do?
• Childrens Homes and Orphans

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Role of Advertising
ADVERTISING FLAGSHIP FOR FAME
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Does this work on TV?

• Clearcast
• Media Owners
• Audience choice
• Audience interaction

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Plan

• Less controversial on TV and keep the controversy
  for On-line.

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THE KEY WATCH-OUT
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Prompted ad awareness comparisons
NB. For illustrative purposes only given the
number of different methodologies
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Prompted ad awareness comparisons
NB. For illustrative purposes only given the
number of different methodologies
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Of those who claim to have seen a TV ad, the
level of recall is high with very little miss
appropriation with other adverts

• Over 60 of people mentioned something relevant
  about the ads
• Around a quarter of those claiming to have seen
  an ad mentioned something clearly distinguishable
  as the Break The Cycle ad
• 10 clear mentions of cycle (lt10)
• Other low level mentions focus around generally
  helping children, child abuse, hard hitting /
  upsetting / scary content, and requests for
  donation
• Spontaneous awareness up to 16 (and its holding
  at about 14)

Girl in a classroom crying cuts to her at home
gets hit over the head by her father and told she
is pathetic, then shows her in an ally way taking
drugs. The scenes are repeated over and
over Girl being hit, drug taking and being
shouted at
Stop cycle of abuse It was about the cycle of
abuse
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The challenge for 09/10

• Sustain and build awareness
• Build brand affinity
• Strengthen our case for public support

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Coping with controversy
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The expected stuff
CEO and Council
Know the opposition
Stakeholders Including staff and service users
Support services
Crisis management
Evidence
QAs
Case studies
Media Handling plan
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Some additional thoughts from experience

• Expect the unexpected
• Never underestimate some peoples ability to
  completely misunderstand you
• Roll with it dont fight it you started the
  debate so expect it. This keeps you in control.
• Dont do it by committee
• Dont underestimate the emotional impact
• Make sure you know if it was worth it or not!

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In reality, how likely is it that you'll donate
to the following charity in the next 6 months?
Those spontaneously aware of the charity Media
sample
Substantial increase in people who are quite
likely or very likely to donate, although
there was also a smaller increase in people very
unlikely to donate.
Quite Very Likely
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Thank you for listening Any Questions?