Barnardos Break the Cycle

Barnardo’s, the British charity focused on care for vulnerable children and young people, has come out with a hard hitting television commercial, Break The Cycle, demonstrating the need for intervention in dysfunctional family environments. The advertisement is part of a campaign, Believe in Children, demonstrating the need for Barnardo’s provision of support for parents, family conferencing, and alternative schooling.

Woman behind bars in Barnardo's Break The Cycle TV advert

A young woman finds herself in prison after an attempted robbery. The commercial shows her imprisonment is part of a cycle of abusive behaviour, linked with parenting patterns and failure to learn at school. The cycle is played over and over again until viewers are challenged with the message: “For thousands of children in the UK the story will keep repeating itself, until someone stops it”. Viewers are invited to see the difference Barnardo’s makes at The TV Advert is designed for adults, and is not recommended for children under 13 years of age without parental consent.


The Break the Cycle campaign was developed at BBH London by executive creative director Nick Gill, creative director/art director/copywriter Dominic Goldman, copywriter Nick Allsop, copywriter Simon Veksner, and agency producer Victoria Baldacchino.

Filming was shot by Jeff Labbe via Sonny London, with director of photography Simon Richards and producer Nancy Hallam.

Editor was Richard Orrick at Work. Post production was done at Stopp.