UK Barnardo's launches image revamp

Children's charity Barnardo's has launched a hard-hitting advertising campaign which aims to give its old-fashioned image an overhaul.

The adverts depict children in "adult" situations such as being homeless, using drugs, being in prison or being on the point of committing suicide.

[ image: The campaign puts children in

The campaign puts children in "adult" situations, for example, showing them homeless

They are linked to a new website and video, which shows case histories of the kind of children the charity deals with every day.

Barnardo's says research shows that most people still have "an essentially historical" view of the charity.

They associate it with orphanages and large children's homes.

It wants to modernise its image and so improve its fund-raising abilities.

Nowadays, its work is mainly concentrated on family support, child protection, fostering, adoption, education for disabled children and helping pregnant teenagers.

New generations

Roger Singleton, Barnardo's chief executive, said: "Barnardo's has always been about supporting children and young people threatened by poverty, abuse and disadvantage and helping them to reach their potential - that has not changed.

[ image: Children are depicted in

Children are depicted in "adult" situations in the advertisements

"The vital challenge now facing the organisation is how to communicate its relevance and deservedness to new generations of potential supporters."

The charity currently works with 47,000 children and families through 300 different services.

It was founded by Dr Thomas Barnardo in the 19th century. He set up his first home for boys in Stepney, east London, in 1870.

It claims to have helped more than 350,000 children in its first 100 years.

Famous Barnardo's children include dress designed Bruce Oldfield and former footballer John Fashanu

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