The charity faced a double bind. Limited public recognition of their work and the dilemma of how to communicate a myriad of services.

Change takes time. Improving a vulnerable child’s life doesn’t happen in a flash: a positive outcome often takes long term commitment and effort.

Multi-channel advertising with the strapline: we are there for children ‘as long as it takes’ This is short-hand for the charity’s commitment to children in need. The core of the campaign was emotive stories told by the voices of real children. High profile national and local PR activity included the launch of big-hitting research reports – including a review of how Governments have often failed to support the needs of vulnerable children over time.

The campaign led to a massive leap in public awareness of the charity – from 1% to 30%. And propensity for people to give money to Action for Children also increased. In addition, research showed an increase in the value of one off donations.