The Children's Society: advert-body-1 by BMB

The dangers for young people aged 10-18 facing abuse, neglect, and criminal exploitation and the impact of this risk on their hopes are highlighted in a campaign for The Children’s Society by creative agency BMB.

The campaign announces The Children’s Society’s new brand positioning ‘fighting for hope’ in vulnerable young people and dramatises the work they do to keep hope alive when it is at greatest risk. ‘A thing called hope’ tells the story of hope in crisis as we follow Reece, a loving brother and son who is recruited unwillingly into ‘county lines’ drug trafficking. Reece’s hope is represented as a ‘hope meter’, fluctuating with the challenges of his young life and restored by a caseworker from The Children’s Society.

The TV campaign is supported by radio, social and digital display activity and is intended to raise the charity’s profile and raise funds at a time when young people need their services more than ever.