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BarnardosTV2016Background&Shots.

notebook

January27,2017

LearningIntentionsforNonFictionAnalysisUnit
AbletoanalyseindetailMediaContentandMediaContextsusedinarange
ofadvertisements(egthoseshownviatelevision,cinema,posters,magazines
etc).
AbletoexamineandshowknowledgeandunderstandingofMedia:
Language,Narrative,Representation,Audience,Institutions,genre,purpose
andTechnologyindetail.

Abletoanalysemediacontentintermsofcontextofsocietyierelevant
factorsoftimeand/orplaceamediatextismadeandconsumed.

Analysingmediatextstoshowhowitmeetsneeds(entertainment,
information,education)influencesbehaviours(intentionallyandunintentionally)
achievingparticularpurposes(profit,promotion,publicservice)

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http://www.barnardos.org.uk/what_we_do.htm

Whatwedo
BarnardostransformsthelivesofthemostvulnerablechildrenacrosstheUK
throughtheworkofourservices,campaigningandresearchexpertise.
Webelievewecanbringouttheverybestineverychildwhethertheissueis
childpoverty,sexualexploitation,disabilityordomesticviolence.

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Ourworkwithchildren

AsoneoftheUK'sleadingchildren'scharities,Barnardo'sworksdirectly
with240,000children,youngpeopleandfamilieseveryyear.Werun
over960vitalservicesacrosstheUK,includingcounsellingforchildren
whohavebeenabused,fosteringandadoptionservices,vocational
traininganddisabilityinclusiongroups.

EveryBarnardo'sserviceisdifferentbuteachbelievesinthepotentialin
everychildandyoungperson,nomatterwhotheyare,whattheyhave
doneorwhattheyhavebeenthrough.

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Media Commentary on "Believe in Me" Barnardo's


http://www.thedrum.com/news/2016/09/23/barnardosintroducesfreshbelieveme
positioningitripsupthecharityadrulebook

Barnardos introduces fresh 'Believe In Me' positioning as it


rips up the charity ad rulebook to reach a more diverse
audience
Barnardos has launched a fresh campaign dubbed Believe In
Me which aims to showcase the incredible things that can
happen when people put faith in children who may not have
had the best start in life.

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The push comes as the brand launches a new 10year corporate strategy
which looks to reassert the relevance of Barnardos, and reach a more
diverse audience that is reflective of modern day Britain. While name
recognition of the nonprofit is high, the group wants to raise greater
awareness of the breadth of the work it does for children around the
UK.

At the heart of the new positioning is a 60second film which features


five young stars performing dramatic reconstructions of true events,
showing how their narratives transformed from victim to hero thanks to
the charity.

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The spot aims to rip up the rulebook, of childrens charity advertising,


eschewing sad eyes and melancholy music for something far more
powerful, according to the creative agency behind it, FCB Inferno.

The children in the video are shown dancing, sparring, drumming and
practicing other skills as text across the screen tells their stories. Lines
like I am not his little secret, I am not the toys I never had and I am
not my broken ribs turn into rallying cries like I am strong, I am free,
I am proud and I am unstoppable. Rather than working with actors, the
stars of the campaign were street cast. Each was given the back story for
their role, resulting in the raw performances seen on screen.

Soundtracked by a cover of Tears for Fears 80s classic Everybody Wants


to Rule the World, the five performances in the ad each represent a key
focus of Barnardos care, ending on the stapline: Believe In Me.

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As well as running across TV, the campaign will run across national
press and specific BME media over the next few months with media
being managed by John Ayling Associates. An online hub built by Dam
Digital and Stand will showcase solo performances from the cast to
encourage deeper engagement.

Weve been championing children for 150 years, because we believe a


childs future should never be defined their past," said Barnardos
director of policy and comms, Gill Holmes. "We are announcing a bold
new brand campaign to support our charity in transforming the lives of
the UKs most vulnerable children and their families."

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The song playing in this advert is a cover of Tears for Fears 1985 hit Everybody
Wants to Rule the World, this time being performed by the female New
Zealand singer Lorde.
Released as a single back in 2013, Lordes version of the song featured on the
soundtrack to the movie The Hunger Games: Catching Fire.
The above 60second version of this Believe in Me ad was posted to the
official Barnardos YouTube channel on the 22nd of September, 2016.

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http://www.fcbinferno.com/work/casestudies/believeinme/

TheInsight
Nomatterhowtoughthecircumstances,
childrenhaveanincredibleabilityto
bouncebackandtransformtheirlives.

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TheIdea
ShowBarnardoschildrenastheheroesof
theirownstories,defiantlyanddirectly
addressingouraudience.

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TheFilm
DirectedbySaraDunlop,thefilmfeaturesfive
youngchildrensteppingupintospacesthat
representthetraumatheyveexperienced.Using
powerful,mesmerisingperformances,the
childrendemonstratethatnomatterhowdark
theirpast,abrighterfutureawaits.60and40
secondeditswillrunonTVintoWinter2016,as
wellascinema.

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5
streetcastchildrenwithnopreviousacting
experience.

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IndividualStories
Wealsocreatedboldshortfilmsthatdivedeeperinto
thechildrensstories,showingthefulltransformation
theygothrough.Focusingononechildperfilmand
shotinasingletakeeachwiththeirownhaunting
soundtrack,thesebeautifullyrawperformancesshow
exactlywhatspossiblewhenyoubelieveinchildren.

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Online

Onlinecontentencouragesdeeperengagement

withBelieveInMe.Alongsidethesingle

stories,userscandiveintothecasestudies

behindthecampaignandtheworkBarnardos

doesacrosstheUK.Atailoredapproachhas

beenadoptedforeachsocialchannel,specific
toitsstrengths,etiquetteandthedifferencein
userbehaviourbetweeneachplatform.

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Print

Printfocusedonindividualstories
withboldstatementsfromthe
childrentakingthemfromvictimsto
heroes.Thisraninbothnational
pressandspecificBMEmedia
placements.

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1. Whatisthegeneralambienceoftheadvertisement?Whatmooddoesitcreate?How

doesitdothis?

2.Whatistherelationshipbetweenpictorial/visualelementsandwrittenmaterialandwhat

doesthistellus?

3.Whatsignsandsymbolsdowefind?Whatroledotheyplayinthead'simpact?

4.Iftherearefigures(men,women,children,animals)whataretheylike?Whatcanbesaid

abouttheirfacialexpressions,poses,hairstyle,age,sex,haircolour,ethnicity,education,

occupation,relationships(ofonetotheother)?

5.Whatactionistakingplaceintheadvertisementandwhatsignificancedoesithave?(This

mightbedescribedasthead's"plot.")

6.Whatthemeorthemesdowefindintheadvertisement?Whatisitabout?(Theplotofan

advertisementmayinvolveamanandawomandrinkingbutthethememightbejealousy,

faithlessness,ambition,passion,etc.)

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TurningPoint-Howdoeslanguage/tonechange?

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Categories

Thereareanumberofthingsyoucouldconsider.

Genre

Whatisthegenreofthefilm?

Howcanwetell?

Howdothecharactersandsettingfitinwiththegenre?

Tone

Whatfeelingdoyougetfromtheopeningscenes?

Dowegettheimpressionthatitisseriousorcomic?

Howcanyoutell?

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Categories

Genre

Whatisthegenreofthefilm?

Howcanwetell?

Howdothecharactersandsettingfitinwiththegenre?

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Tone

Whatfeelingdoyougetfromtheopeningscenes?

Dowegettheimpressionthatitisseriousorcomic?

Howcanyoutell?

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Language

Culturalcodes

Whichcoloursseemprominentintheopeningcredits?

Whyisthisrelevant?Whatdotheystandfor?

Commentonthesoundsyouhear.Whatdotheyrepresent?

Arethereanysymbols?Whatdothesethingstellusaboutwhatisbeing

represented?Wheredoestheactiontakeplace?Howdoyouknow?

Technicalcodes

Whatdifferentcamerashotsareused?Whyisthisrelevant?

Considerthedifferentshotsused.Howaretheyrelevanttothegenre?Whatshots

areusedandwhy?Howquickistheediting?Doesthischangethroughoutthe

trailer?Why?Whatdifferentcoloursoflightareused?Whyisthisrelevant?

Howaretheaboveusedtoachieveapurpose?

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