2. Target Audience for Barnardo’s
Barnardo's has an incredibly diverse range of target groups both within and
outside the organisation, for example staff, volunteers and donors. The
primary target audience for Barnardo’s advertising campaign are those
members of the general public who are most likely to donate to children’s
charities.
Certain areas of Barnardo’s work will focus on different target groups. For
example, Barnardo’s family placement communications mainly target local
authorities, who fund their services, and potential adoptive and foster carers.
TV advertising campaigns, target a wider national audience to raise
awareness and strengthen public support.
The adverts I am focusing on, the target audience will be mothers and parents
in general, possibly adults who have a family.
3. Purpose of Barnardo’s Advertising
The main objective of Barnardo’s advertising is to
establish and build brand awareness in the public
domain, drive the public’s affinity with their brand, and to
strengthen their case for public support. Basically,
Barnardo’s want to become a more familiar brand, make
people aware that their campaign is fair and is heading in
the right direction for all children born into poverty. They
want the public to know of them as a brand and what
they do and how they need to do it, so that this will help
to gain support and raise awareness.
4. Print Advertising
Press advertising campaigns used visually shocking metaphors
to draw attention to the issues facing vulnerable children and
young people, and Barnardo’s work to counter this. These
campaigns enabled Barnardo’s to successfully raise awareness
of Barnardo’s and they received a great deal of valuable PR
coverage.
Barnardo’s wants to show how many children and young people are
caught up in the cycle of deprivation and how the work of Barnardo’s
can break this cycle. During the campaign they received a lot of PR
coverage and their spontaneous awareness increased, but they then
found that not everyone understood Barnardo's role in the story of the
young girl in the advert.
5. Child Poverty Campaign 2003
Sadly, the damaging impact of poverty is cyclical, and without help children
born into poverty are more likely to suffer ill-health, be unemployed or
homeless and to become involved in offending, drug and alcohol abuse and
abusive relationships in adulthood.
The images used highlighted some of these potential outcomes and were
advertised in the tabloid and broadsheet press.
6. Analysis of Wealthy Baby
• The baby is happy, clean, healthy and well fed. Looked
after very well, as the baby’s face is bright, clean and
happy with bright eyes.
• The background looks very comfortable and
luxurious, connotes the baby is born into wealth.
• The baby is a few days old and very healthy.
• The spoon in the baby’s mouth is elaborate, suggests
connotations of wealth.
• The fluffy blanket the baby is on looks
luxurious, wealthy environment for the baby.
• The gold background makes the baby look
healthy, happy and well looked after.
7. Analysis of Meth Baby
• The bottle of meth is photo shopped onto the image in the baby’s mouth,
to create a shocking affect.
• New born baby, covered in amniotic fluid and blood, with a tag on their
wrist.
• Harsh lighting and the background looks uncomfortable for a new born
baby, green towel.
• It doesn’t look warm or suitable for a new born, as they baby looks
unhealthy, underweight and in pain as she is crying.
• Instead of a baby bottle in the baby’s mouth there is a meth bottle,
connotations of the parents. The parents are drug / alcohol addicts, meth
is cheaper than alcohol, this shows the poverty of the parents.
• Very striking and shocking image to grab the public’s
attention to gain the support and raise money.
• Representation of the environment that the baby is born in.
• The text anchors the image and the meaning, the biography.
8. Analysis of Cockroach Baby
• Photo shopped a cockroach on the image in the new born baby’s mouth.
• Dirty hospital towel, male baby.
• The text is the biography of the baby.
• Poor environment – effects the life the baby will have.
• New born baby, covered in amniotic fluid and blood, with a tag on their
wrist.
• Harsh lighting and the background looks uncomfortable for a new born
baby.
• It doesn’t look warm or suitable for a new born, as they baby looks
unhealthy, underweight and in pain as she is crying.
• Very striking and shocking image to grab the public’s
attention to gain the support and raise money.
• Representation of the environment that the baby
is born in from the cockroach.
9. Analysis of Syringe
• Photo shopped a syringe of heroin on the image in the new born baby’s
mouth.
• Dirty hospital towel.
• The text is the biography of the baby.
• Poor environment – effects the life the baby will have.
• New born baby, covered in amniotic fluid and blood, with a tag on their
wrist.
• Harsh lighting and the background looks uncomfortable for a new born
baby.
• The syringe suggests the parents to be drug addicts, this shows that the
parents will have syringes lying around the house
• which the baby can get.
• Very striking and shocking image to grab the public’s
attention to gain the support and raise money.
• Representation of the environment that the baby is born in.
10. Regulatory Body for Print Advertising
• Advertising Standards Authority
• www.asa.org.uk
11. What does the ASA do?
• As the UK’s independent regulator for advertising
across all media, their work includes acting on
complaints and proactively checking the media to take
action against misleading, harmful or offensive
advertisements, sales promotions and direct
marketing.
If they judge an ad to be in breach of the UK
Advertising Codes, it must be withdrawn or amended
and the advertiser must not use the approach again. In
2011 they considered 31,458 complaints about 22,397
cases and they actively checked thousands of ads. Their
work led to 4,591 ads being changed or withdrawn.
12. What was the ASA ruling?
• The ASA’s rulings (adjudications) are a
transparent record of our policy on what is and
isn’t acceptable in advertising.
They publish the rulings here every Wednesday
(available to the media under embargo from
Monday). Rulings generally remain on the site for
five years, although some may be available for
longer if they are being used as part of CAP’s
advice materials for advertisers.
