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...