The document outlines a campaign proposal for Barnardos charity shops. It discusses using advertisements across various media channels, including magazines, billboards, posters and buses, to raise awareness of Barnardos' work helping children and how the public can support through affordable fashion purchases. The campaign will launch in late 2014. It notes some of Barnardos' past campaigns and adherence to legal and ethical advertising codes when featuring or addressing children. Production of advertisements is planned for March 2014, with a budget for equipment and expenses.

1. Barnardos
Campaign
Task 20

2. Campaign Proposal
• Product
• Barnardos charity shop
• Target Audience
• 17+
• Campaign Message
Affordable, fashionable and stylish clothes can save lives.
• Launch Date
• They have released television adverts to raise awareness of the work they have done. These include;
• Turn Around (2009-2010)
• Break the Cycle (2008-2009)
• Believe in Children (2007)
• Young Carers (2006)
• The launch date for my campaign will be late 2014.
• Schedule of Advertisements
• There have been a number of advertisements been produced by Barnardos. The most recent one is a
TV advert called ‘Life Story’. This teaches its audience all about the children the charity aims to help and
how we can help the charity. Previous advertising campaigns include; Turn Around, Break the Cycle,
Believe in Children and Young Carers.
• The first adverts will be printed in magazines for 2 -3 months then shortly after adverts will appear on TV
and posters will be displayed in college where people can see it e.g. the crescent.

3. • Location of Advertisements
• Adverts will appear in magazines, billboards, posters, sides of buses.
• The adverts will appear in magazines whose target audience is fairly older as they would
probably appreciate them more than younger people. Billboards could be placed by roads as
people can see them as they are driving past.
• Legal and Ethical Issues
• Libel is publishing in print, writing or broadcast through radio, an untruth about another which will
do harm to his/her reputation.
• This means that the words printed in the Barnardos advert would have to be suitable as
something said may offend someone.
• Obscene Publications Act – This means that the Barnardos would have to make sure that any
images and words used are suitable for the target audience.
• Codes of Practice
• There are codes that Barnardos legally has to follow.
• The way in which children perceive and react to marketing communications is influenced by
their age, experience and the context in which the message is delivered. Marketing
communications that are acceptable for young teenagers will not necessarily be acceptable
for younger children. The ASA will take those factors into account when assessing whether a
marketing communication complies with the Code
• Care should be taken when featuring or addressing children in marketing communications.
Barnardos aims to protect children (someone 16 and under) from harm, which means they are
not encouraged to speak to strangers. They must also not copy practices that are unsafe to
children.

4. Plans For Advertisements
• Slogan
• Believe in children. No child gets left behind.
•
• Typography
• I will use a bold font so that it will stand out to people reading it. And I will use a size 16 – 18 type size. The font used will
be a Calibri.
•
• Images

5. •
• Colour Scheme
• As the charity is about helping children, I will use a mix of dark and light colours so that
they stand out to anyone reading them.
•
• Logo

6. Sketches Of
Advertisements

7. Production Plan
• Date of Photo shoot
• 16th March 2014
• Dates for Production
• 20th March 2014
• Budget
• Computer = £350
• DSLR Camera= £280
• Photoshop= £329.49
• Food = £20