MOST INNOVATIVE CAMPAIGN

Team

Dan Ludlow

Cathy Rowe

Irene Saunders

Barnardos Australia

Hiding in plain sight –Digital Campaign

Finalist

Sponsored by:

Natalie Logan

Jennifer Peace

Simon Jarosz

Barnardos developed the ‘Hiding in Plain Sight’ campaign to draw attention to the difficult topic of child sexual abuse. It was the ‘litmus test’ of Barnardos’ newly developed, innovative and unique selling point of being ‘fearlessly optimistic’, a brave new evolution in organisational thinking, designed to be razor-focussed in ensuring Barnardos’ belief system is reflected in external communications.

Fearlessly Optimistic; Barnardos has an unerring belief in its responsibility to harness the inbuilt optimism of children (often despite these children navigating terrible circumstances). The ‘on the ground’ teams are so passionately optimistic about the future potential for every child they encounter, it was decided to hard bake this positivity into their communications. Barnardos, quite simply, ‘goes there’; as an organisation; Barnardos fearlessly tackles, supports and cares, often across situations that are still often seen as ‘taboo’ or ‘too hard’. Whilst the reality of many children’s situations is horrific, Barnardos bravely set out to give optimistic agency back to the child showing that a positive outcome can be achieved. The campaign was to go live during the critical tax time. While being the most competitive time of the year with so many charities running appeals, Barnardos decided this was the right time to bring an optimistic lens to their target audience.