Barnardo’s needed voluntary donations to live up to its ethos of helping the UK’s most vulnerable children. Whilst other charities frequently ask for immediate donations to deliver immediate results, Barnardo’s needed to forge long-term supporter commitment. At the end of 2011 a fragile economy and the media describing children as ‘feral rioters’ meant forging such commitment was harder than ever. To address this Barnardo’s used communications to establish a deep emotional connection with a target audience who shared their fundamental belief about children. The television creative work, together with an interactive online film brought to life the positive effect of the lifelong investment in a child. The campaign generated an additional £2.4m and a payback of £1.7 on their previous campaign