This document summarizes and compares three advertising campaigns by Barnardo's:
1) A baby with a silver spoon signifies a happy upbringing. This targets parents who want to help children.
2) A baby drinking methylated spirit shows suffering to appeal to parents who would hate to see their own children suffer.
3) A baby with a cockroach in its mouth symbolizes a bad upbringing, with a suffering expression and hospital tag like the previous ads.