Barnardo's – do kids like these deserve your money?

Coverage of "troubled children" running riot and terrorising communities was permeating much of the British media.

Barnardo's – do kids like these deserve your money?

Bartle Bogle Hegarty

SUMMARY:

This time last year everyone knew about troubled children.

They were supposedly terrorising the nation, running riot in “feral” packs.

How on earth could we convince people to donate to a charity which helps these teenage tearaways?

The British public believed it was acceptable to describe difficult children as “vermin” and to publically express their deep-seated prejudices against them.

How can you use communications to change public opinion?

You can't just tell people that they are wrong.

You have to showthem that they...

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