The Public House has launched a new Christmas fundraising campaign for Barnardos Ireland. The campaign will run across print, social, digital, and radio.
Barnardos works with, and for, vulnerable children and their families all over Ireland. Its services are particularly necessary over the Christmas period, more so in a year when food poverty, heat poverty, electricity bills and homelessness are all on the rise.
The campaign’s strategic approach came from Barnardos’ belief that childhood lasts a lifetime. While the charity category focuses on fulfilling immediate needs with crisis appeals, Barnardos takes a bigger picture approach, better equipping children and their families for the rest of their lives. It believes what happens to us in childhood impacts the rest of our lives, this is when resilience is formed and bounce-back ability created. Childhood memories (good or bad) are even stronger at Christmas.
According to The Public House, the creative strategy wanted to simultaneously show magical Christmas scenes that all children would experience in an ideal world, and the stark reality actually being faced by many families in Ireland this year. A snow globe was found to be the best vehicle to encase the great metaphor of Barnardos providing a safe space.
Polish children’s illustrator, Martyna Nejman, brought these illustrations to life. Her style evokes a playful nostalgia usually associated with bedtime stories. On closer inspection, there’s a deeper, darker side to what you’re viewing. The imagery inside each snow globe is filled with warm hues of reds and gold to create a sense of joy, juxtaposed by cold blues outside, reflecting the sombre reality for many families.
According to Sean Bergin, national fundraising manager at Barnardos Ireland: “We were delighted to collaborate with The Public House again this year to raise awareness of how difficult Christmas can be for so many children and to highlight that every child deserves a happy Christmas. We really value the ongoing pro bono work and creativity that the team at Public House bring to the table to highlight the issues vulnerable children face at Christmas time”.
Paul Kinsella, Art Director, The Public House added “At no point does the statistic that 90,000 children are in consistent poverty in Ireland stop shocking us. Our campaign illustrates the kind of hope your donation will give vulnerable children and their families this Christmas. Your generosity can outshine their darkness.”
Agency: The Public House
Associate Creative Director: Mikey Curran
Art Director: Paul Kinsella
Copywriter: Patrick Dunne
Head of Design: Eimear O’Sullivan
Group Account Director: Terri Turner
Strategy Director: Sarah Walsh
Strategist: Rohan Pipalwa
Managing Director: Catrióna Campbell
Client: Barnardos Ireland
National Fundraising Manager: Seán Bergin
Director of Fundraising: Mary Gamble
Illustrations: Martyna Nejman
Sound Design & Mix: Blast Audio, Will Farrell
VO Artist: Clare McKenna & Lily Drew
Digital Animation: AdGuns