Break the Cycle 177Results
The online campaign had an interaction rate of 3.66 per cent across both the
industry and charity sectors (well above industry average) with a very high
replay rate. The engagement time was also higher than average across these
two sectors.
Those who consumed the digital films had a stronger perception of the work
Barnardo’s does. Those who watched the digital films were significantly more
likely to donate with an increase of 45 per cent. The ‘Hunting’ film helped to
stimulate a debate around the demonization of children in the media, and
resulted in several pieces of high-profile press coverage.
The campaign gave Barnardo’s an opportunity to give the public true insight into
our work. The creativity of the interactive ads, combined with the powerful
images of the young people shown, enabled us to present the complex issues
we face every day, in a compelling and engaging way.
Collette Collins, Assistant Director of Communications, Brand and
New Media, Barnardo’s.
Lessons
Video is a highly compelling and engaging medium that continues its explo-
sive growth online. It’s also a great way to provoke a response and encourage
debate around a topic, which is how Barnardo’s used it so effectively in this
campaign. While the Barnardo’s films were professionally produced, the bar-
riers to entry for online video are incredibly low – and some of the most-
viewed videos on video-sharing networks like YouTube and Vimeo are created
with little more than a standard webcam or a relatively inexpensive digital
video camera. It can be an incredibly effective, and cost-effective way to
engage with a potentially massive audience, either as a stand-alone vehicle
for your campaign, or more likely to augment an integrated campaign span-
ning multiple media channels.