Ad of the Day: Barnardo's focuses on hope rather than despair in first individual performance of 'Believe in Me' campaign

Barnardo's has revealed another segment of its 'Believe In Me' campaign following its launch on 23 September with a three minute short about a young gymnast.

The ad, created by FCB Inferno, follows the girl as she performs an array of acrobatics in a dark and dingy pub. During the performance, a narrative runs on screen saying: "I am not my dad.", "I am not the fear he'd come home" and "I am not my broken ribs" before changing to "I am here", "I am not worthless" and "I am not hiding".

The campaign hopes to change the view of the children from a victim to a hero by showcasing what they can achieve and who they are after the pain they have experienced.

FCB Inferno chief executive, Frazer Gibney, said: "This campaign is built around that truth and focuses on hope and potential rather than despair."

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