Changing Childhoods, Changing Lives brand campaign and new brand identity launch

In March 2024, Barnardo's launched a new brand identity, organisational strategy and an ambitious brand marketing campaign, Changing Childhoods, Changing Lives. As part of the senior strategic team, I played a central role in shaping and delivering the campaign, aligning messaging across all channels and audiences. I co-led on defining objectives, KPIs and campaign governance, facilitated discovery workshops, and collaborated closely with agency partners on creative and media planning. I owned the content and digital channel strategy, developed the risk mitigation framework, and ensured integration with internal comms, supporter journeys and stakeholder engagement.

The campaign delivered outstanding results within three months. Brand awareness rose to 89% (2% above target), consideration to give reached 26.5% (5% above target), and brand buzz increased by 5%. The TV campaign reached 28M+ ABC1 Adults 45+, digital ads achieved 2.1M impressions with a 31% view rate, and search volumes rose by 3%. With 600K website visits (including 62K to campaign pages) and 4% average social engagement, the campaign not only elevated the brand but laid the foundation for long-term growth and deeper engagement.