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The Children's Society: A Thing Called Hope by BMB

Agency: BMB
Date: Nov 2020
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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.


Brand The Children’s Society

Creative Agency BMB

Creatives Ben Lambert & Alex Mawby

Designer Sam Hamer

Digital Content Director Bianca Eglinton

Account Manager Liv Myers

Strategist Amy Bowker

Account Director Laura Battersby

Managing Director Claudia Wallace

Chief Creative Officer Matt Lever

Chief Strategy Officer David Bain

TV Producer Kate Banks / Tracy Macassey

Creative Producer Charlotte Riley

Media planning/buying Craft & The Kite Factory

Production Co: Knucklehead

Director: Charlotte Regan

Executive Producer: Francis Mildmay-White

Editor: Marshall Street Editors

Post Production: Framestore

Sound Design: Wave

Composer: Patrick Jonsson @ Air Edel