The Charity Film Awards (en)
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Barnardos: Believe in Me, Hyena

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Hyena marks the next phase of Barnardo’s Believe in Me brand campaign, which first launched in 2016. We’ve reshaped the way we advertise to the public by focusing on the strength and resilience of the children we support. In this next phase we wanted to show Barnardo’s life changing work with children, driving awareness of our brand in unfamiliar service areas.

In the new film, aired across C4, ITV, SKY and across digital channels, snarling computer generated hyenas symbolise the anxiety a frightened young girl feels as she walks home from school and checks her Smart phone in her bedroom.

It makes for challenging viewing, but we want to show the very real fear and distress experienced by many children accessing Barnardo’s services. Back to school pressures often come on top of other challenges – such as a history of sexual abuse, criminal exploitation, or being in the care system. Our UK-wide specialist mental health services see first-hand how anxieties have the potential to cause long lasting trauma.

But as our new TV ad demonstrates, with the right support from a trusted adult, children can recover from difficult experiences and work towards a positive future.

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Increased exposure for charity video content

Donations made directly to good causes throughout the campaign

Celebrating the success of film in fundraising