Barnardo's ⎯ Always on
Supporting families, across cultures and communities
Non Profit
Brief
Barnardo’s set out to build sustained awareness, trust and consideration within the UK’s multicultural communities. The objective was to move beyond one-off cultural moments and instead demonstrate a genuine, long-term commitment through an always-on approach. The campaign needed to reach scale nationally, feel culturally relevant, and increase understanding of Barnardo’s services among audiences historically under-represented in charity engagement.
Strategy
We developed an always-on TV-led media strategy anchored around key cultural moments Ramadan, Diwali and Black History Month while maintaining a consistent presence throughout the year.
Television was chosen as the lead channel to deliver reach, credibility and emotional impact, supported by TV sponsorships aligned to culturally relevant programming. A single hero TV ad focused on shared values such as family, care and protection, ensuring the message felt universal rather than tokenistic. Contextual cut-downs and sponsorship idents were used to increase relevance during each cultural period, building frequency, trust and recognition over time.
Results
The campaign delivered strong, credible performance across brand and media metrics. The always-on approach ensured sustained impact across the year, positioning Barnardo’s as a consistent and trusted presence within multicultural communities not just during cultural moments, but beyond them.
+24%
Uplift in awareness among UK multicultural audiences
+18%
Increase in consideration of Barnardo’s services
+15%
Increase in trust scores versus pre-campaign benchmarks
70%+
Reach was achieved through TV within the target audience, delivering strong frequency
More Works
(MRA — 02)
©2024
Barnardo's ⎯ Always on
Supporting families, across cultures and communities
Non Profit
Brief
Barnardo’s set out to build sustained awareness, trust and consideration within the UK’s multicultural communities. The objective was to move beyond one-off cultural moments and instead demonstrate a genuine, long-term commitment through an always-on approach. The campaign needed to reach scale nationally, feel culturally relevant, and increase understanding of Barnardo’s services among audiences historically under-represented in charity engagement.
Strategy
We developed an always-on TV-led media strategy anchored around key cultural moments Ramadan, Diwali and Black History Month while maintaining a consistent presence throughout the year.
Television was chosen as the lead channel to deliver reach, credibility and emotional impact, supported by TV sponsorships aligned to culturally relevant programming. A single hero TV ad focused on shared values such as family, care and protection, ensuring the message felt universal rather than tokenistic. Contextual cut-downs and sponsorship idents were used to increase relevance during each cultural period, building frequency, trust and recognition over time.
Results
The campaign delivered strong, credible performance across brand and media metrics. The always-on approach ensured sustained impact across the year, positioning Barnardo’s as a consistent and trusted presence within multicultural communities not just during cultural moments, but beyond them.
+24%
Uplift in awareness among UK multicultural audiences
+18%
Increase in consideration of Barnardo’s services
+15%
Increase in trust scores versus pre-campaign benchmarks
70%+
Reach was achieved through TV within the target audience, delivering strong frequency
More Works
(MRA — 02)
©2024
Barnardo's ⎯ Always on
Supporting families, across cultures and communities
Non Profit
Brief
Barnardo’s set out to build sustained awareness, trust and consideration within the UK’s multicultural communities. The objective was to move beyond one-off cultural moments and instead demonstrate a genuine, long-term commitment through an always-on approach. The campaign needed to reach scale nationally, feel culturally relevant, and increase understanding of Barnardo’s services among audiences historically under-represented in charity engagement.
Strategy
We developed an always-on TV-led media strategy anchored around key cultural moments Ramadan, Diwali and Black History Month while maintaining a consistent presence throughout the year.
Television was chosen as the lead channel to deliver reach, credibility and emotional impact, supported by TV sponsorships aligned to culturally relevant programming. A single hero TV ad focused on shared values such as family, care and protection, ensuring the message felt universal rather than tokenistic. Contextual cut-downs and sponsorship idents were used to increase relevance during each cultural period, building frequency, trust and recognition over time.
Results
The campaign delivered strong, credible performance across brand and media metrics. The always-on approach ensured sustained impact across the year, positioning Barnardo’s as a consistent and trusted presence within multicultural communities not just during cultural moments, but beyond them.
+24%
Uplift in awareness among UK multicultural audiences
+18%
Increase in consideration of Barnardo’s services
+15%
Increase in trust scores versus pre-campaign benchmarks
70%+
Reach was achieved through TV within the target audience, delivering strong frequency
More Works
©2024