Barnardos TV 2016 Background & Shots.notebook 1 January 27, 2017 Nov 708:04 Learning Intentions for Non Fiction Analysis Unit • Able to analyse in detail Media Content and Media Contexts used in a range of advertisements (eg those shown via television, cinema, posters, magazines etc). • Able to examine and show knowledge and understanding of Media: Language, Narrative, Representation, Audience, Institutions, genre, purpose and Technology in detail. • Able to analyse media content in terms of context of society ie relevant factors of time and / or place a media text is made and consumed. • Analysing media texts to show how it meets needs (entertainment, information, education); influences behaviours (intentionally and unintentionally); achieving particular purposes (profit, promotion, public service)
Transcript
Barnardos TV 2016 Background & Shots.notebook
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January 27, 2017
Nov 708:04
Learning Intentions for Non Fiction Analysis Unit• Able to analyse in detail Media Content and Media Contexts used in a range
of advertisements (eg those shown via television, cinema, posters, magazines etc).
• Able to examine and show knowledge and understanding of Media: Language, Narrative, Representation, Audience, Institutions, genre, purpose and Technology in detail.
• Able to analyse media content in terms of context of society ie relevant factors of time and / or place a media text is made and consumed.
• Analysing media texts to show how it meets needs (entertainment, information, education); influences behaviours (intentionally and unintentionally); achieving particular purposes (profit, promotion, public service)
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http://www.barnardos.org.uk/what_we_do.htm
What we doBarnardo’s transforms the lives of the most vulnerable children across the UK through the work of our services, campaigning and research expertise.We believe we can bring out the very best in every child whether the issue is child poverty, sexual exploitation, disability or domestic violence.
Our work with childrenAs one of the UK's leading children's charities, Barnardo's works directly with 240,000 children, young people and families every year. We run over 960 vital services across the UK, including counselling for children who have been abused, fostering and adoption services, vocational training and disability inclusion groups.Every Barnardo's service is different but each believes in the potential in every child and young person, no matter who they are, what they have done or what they have been through.
Barnardos introduces fresh 'Believe In Me' positioning as it rips up the charity ad rulebook to reach a more diverse audience
Barnardo’s has launched a fresh campaign dubbed ‘Believe In Me’ which aims to showcase the incredible things that can happen when people put faith in children who may not have had the best start in life.
The push comes as the brand launches a new 10‐year corporate strategy which looks to reassert the relevance of Barnardo’s, and reach a more diverse audience that is reflective of modern day Britain. While name recognition of the non‐profit is high, the group wants to raise greater awareness of the breadth of the work it does for children around the UK.
At the heart of the new positioning is a 60‐second film which features five young stars performing dramatic reconstructions of true events, showing how their narratives transformed from victim to hero thanks to the charity.
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The spot aims to “rip up the rulebook,” of children’s charity advertising, eschewing sad eyes and melancholy music for something “far more powerful,” according to the creative agency behind it, FCB Inferno.
The children in the video are shown dancing, sparring, drumming and practicing other skills as text across the screen tells their stories. Lines like ‘I am not his little secret’, ‘I am not the toys I never had’ and ‘I am not my broken ribs’ turn into rallying cries like ‘I am strong’, ‘I am free’, ‘I am proud’ and ‘I am unstoppable’. Rather than working with actors, the stars of the campaign were street cast. Each was given the back story for their role, resulting in the raw performances seen on screen.
Soundtracked by a cover of Tears for Fear’s 80s classic ‘Everybody Wants to Rule the World’, the five performances in the ad each represent a key focus of Barnardo’s care, ending on the stapline: ‘Believe In Me’.
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As well as running across TV, the campaign will run across national press and specific BME media over the next few months with media being managed by John Ayling Associates. An online hub built by Dam Digital and Stand will showcase solo performances from the cast to encourage deeper engagement.
“We’ve been championing children for 150 years, because we believe a child’s future should never be defined their past," said Barnardo’s director of policy and comms, Gill Holmes. "We are announcing a bold new brand campaign to support our charity in transforming the lives of the UK’s most vulnerable children and their families."
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The song playing in this advert is a cover of Tears for Fears 1985 hit ‘Everybody Wants to Rule the World’, this time being performed by the female New Zealand singer Lorde.
Released as a single back in 2013, Lorde’s version of the song featured on the soundtrack to the movie The Hunger Games: Catching Fire.
The above 60‐second version of this ‘Believe in Me’ ad was posted to the official Barnardo’s YouTube channel on the 22nd of September, 2016.
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