Barnardo's: Forging commitment through belief

Principal authors: John Harrison and Carl Mueller, BBH


"We know that you are worried about losing your job and not being able to pay your mortgage, but please can you sign up for a long-term commitment to help children like Michael above?"

This was basically what Barnardo's was asking people at the end of 2011.

Barnardo's depends upon voluntary donations in order to live up to its brand ethos of helping the most vulnerable children in the UK. However, where other charities might ask for immediate help in return for an immediate result, Barnardo's needs to forge a long-term commitment.

At the end of 2011, with the economy still hovering around recession and the media demonising children as 'feral rioters', generating such commitment was harder than ever.