Media: DRTV, digital
Scope: Copywriting, creative direction
Barnardo's wanted to broaden their acquisition channels into DRTV, a channel that had proved challenging. I was able to meet with children who had gone through sexual abuse themselves, and what quickly became apparent to me was that there was no better way to tell the story than in a child's own voice. And so we created a 90 second ad, called 'How Sophie felt'.
Reiterating to the viewer that Sophie was still a child, even after all she had gone through gave us a strong script, and with powerful performances directed by Sam Huntley through the production company Vince, this ad is one of the most strikingly authentic campaigns I've had the privilege to work on.