UK children’s charity Barnardo’s is running “Life Story”, an integrated advertising campaign telling the story of Michael, a well adjusted 25 year old parent. The campaign is centred on a television commercial taking us back in time to Michael at 18, 14, 12 and 5, showing how Barnardo’s provided needed help for him at each part of his life. The Barnardo’s Life Story site, barnardos.org.uk/lifestory, provides interviews with Barnardo’s professionals who relate to each of Michael’s pivotal ages, and an opportunity for visitors to make a donation.
“Life Story” tells the story of Michael, a vulnerable child who has turned his life around with the support of Barnardo’s. Thanks to Barnardo’s, Michael’s story didn’t have to end like it began. Click on the image below to play the Life Story commercial in YouTube (HD)
A behind-the-scenes video shows how director Ringan Ledwidge made the spot feel like a single shot using edit transitions and also shows the feeling and thought put into the work. Click on the image below to play the video in YouTube (HD)
Adele has worked as a Barnardo’s family support worker in Liverpool and Bolton. She works with families, children and young people like Michael’s who are struggling to cope, giving them the tools to make their lives better and fulfill their potential. Click on the image below to play the Parenting Intervention for Michael at age 5 in YouTube (HD)
Natasha works at the Barnardo’s London Independent Visitors Scheme. The service recruits volunteers who act as mentors and friends to children in care, ensuring the children like Michael always have someone they can talk to and confide in. Click on the image below to play Advocacy Support for Michael at 12 in YouTube (HD)
Finbar is the carpentry teacher at Barnardo’s The Hub in London, a service which provides an alternative to mainstream education and training. The Hub teaches students aged 14-19 a range of vocational courses: addressing underlying educational difficulties and re-engaging children like Michael with learning. Click on the image below to play Specialist Work with Michael at 14 in YouTube (HD)
Ursula is a project worker at Barnardo’s The Curve, which provides support and guidance to young people in Manchester who are leaving care.
The Curve ensures that proper plans and support networks are in place when children will need to leave care and help vulnerable young people like Michael succeed in the future. Click on the image below to play Leaving Ccare Support for Michael at 18 in YouTube (HD)
Patrick is a project worker at the Barnardo’s Babyfather service. He works with young fathers, like Michael, to help them have better relationships with their children and significant others in their lives. Babyfather give parents as much support as possible to overcome the challenges of child raising in today’s fractured society. Click on the image below to play Parenting Support for Michael, 25 in YouTube (HD)
The Life Story campaign was developed at BBH, London, by creative director Nick Gill, creative team Mel Lynch and Rory Hall, producer Davud Karbassioun, assistant producer Zak Razvi, team manager Charlotte Bowden, strategy director John Harrison.