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By Hannah Bowler | Senior Reporter

April 3, 2023 | 2 min read

The UK children’s charity’s debut TV spot sees it change tack as cost of living crisis hits fundraising efforts.

Barnardo’s has released its first TV campaign, asking members of the public to leave a donation to the children’s charity in their will.

The minute-long ’Be More Gladys’ spot follows the title character as she sees the positive impact her will donation will have. The characters featured include a young carer helping her dad with household budgeting a young adult getting the keys to his own flat and a child at a play center.

The advert ends with the line: ”Gladys wants to be there for children everywhere. So she put Barnardo’s in her will.”

The third sector has been impacted by the cost of living crisis, forcing it to shift its fundraising strategy towards will-generated incomes.

Creative agency Don’t Panic! is behind the campaign, which is aimed at older generations and will run across ITV, Channel 4 and Sky.

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