The Children's Society Campaign: 'A thing called hope'

Patrick Jonsson composed the original score for the BMB advertising campaign, ‘A thing called hope’ for The Children’s Society.

The Children’s Society emphasises the reality of criminal exploitation among 10- to 18-year-olds.

Using a “hope meter”, the ad follows a young boy called Reese who is recruited into drug trafficking before receiving support from The Children’s Society. It comes as part of the brand’s new brand positioning “fighting for hope”, which highlights the struggles of vulnerable young people.

The ad launched on 16th November 2020 on Channel 4 alongside radio, social and digital activity. It was created by Ben Lambert and Alex Mawby, and directed by Charlotte Regan through Knucklehead. Media planning and buying is handled by Craft and The Kite Factory.


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