Christmas charity campaigns are up against it. Every NGO under the sun is vying for a piece of the seasonal generosity and big budget brand ads are pulling out all the stops. To get Barnardos noticed, we needed to out-create in lieu of outspending.

Our ‘Every child deserves a happy Christmas’ campaign tapped into Christmas childhood nostalgia, contrasting warm memories with the sombre reality many children and families in Ireland face without the support of Barnardos. With 90,000 children in Ireland living in poverty, every Christmas ad can’t go for the warm and fuzzies, and the charity received such a good response, the campaign will be returning for Christmas 2024.