Giving Children Back Their Future (1999-2000)
This campaign included seven press advertisements which depicted children in adult situations, such as a baby injecting heroin, a toddler clutching a bottle of whisky and another preparing to commit suicide.
The advertisements aimed to show what potentially disastrous adulthoods await many of the disadvantaged and vulnerable young people Barnardo's works with.
The main copy line always gives the child’s name and current adult age. The advertisements were also designed to force a reappraisal of Barnardo's and all it stands for: a contemporary and relevant charity.
There was also one advertisement which showed the baby in the original ‘heroin baby’ advertisement as a happy, healthy youngster, the advertisement had the tag line ‘the ad we wish we could have run’.