Barnardos

Change Their Story

Ireland is the most charitable nation in Europe, yet 60 percent of people are giving less. In a noisy charity landscape, Barnardos needed a new way to break through compassion fatigue and secure long term support for vulnerable children.

Most charity campaigns try to trigger empathy. But empathy alone does not drive action. To double monthly donations over the next five years, we needed to shift people from passive empathy to active empathy.

Use compassionate shock. Not to exploit, but to connect. To make people feel the urgency of a child’s story and the impact their support can have.

To get to the bottom of a child’s issues takes time. It is not a quick fix. That truth inspired a campaign built around an enduring line. Because childhood lasts a lifetime.

To show this journey authentically, while protecting real children, we used a pioneering AI technique to depict accurate ageing through childhood. A powerful way to reveal the long term impact of support without compromising privacy.

Results not in the public domain.