A brand awareness campaign for East Anglian children’s charity Ormiston – featuring a hard-hitting 30 second TV commercial – has been developed by Cambridge creative agency Ware Anthony Rust.
The campaign confronts head-on the issues of bigotry, bullying, and social and emotional exclusion faced by some of the most vulnerable children and their families in the region. Prejudice against the Gypsy and Traveller community; parental imprisonment; domestic violence; and drug and alcohol abuse are day-to-day challenges for the Ormiston Children & Families Trust, and the people it helps.
Ware Anthony Rust creative director, Dale Haste, said: “The work is powerful because it reflects absolutely the gritty and all-too real subject matter that Ormiston deals with. This is a brave organisation which works at the margins of society, recognising the innocence and vulnerability of childhood and believing that each and every child deserves the same fair chance.”
Ware Anthony Rust’s rebranding work for Ormiston includes a new logo, which utilises bold typography and a strong yellow out of black colour scheme to suggest light emerging from the darkness of troubled times. The simple strapline – Making young lives better – accompanies the dramatised case studies that drive the television advertising spot, being aired at primetime on ITV Anglia during key programming such as Coronation Street.
As well as press and outdoor advertising, Ware Anthony Rust has also created a new website for Ormiston, designed to help build awareness, drive donations and provide a fast and efficient way for children and their families to find the help they need.