Barnardo’s continues its “Believe In Me” integrated campaign, launched in September 2016 in an attempt to transform the lives of millions vulnerable children in the UK, with a series of new spots.
The main TV advert, titled “Believe In Me”, features several kids who, despite their background and life story, have managed to achieve incredible results in various fields thanks to the fact that someone believed in them and showed the support they needed. Thus, viewers see children dancing, sparring, drumming and practicing other skills as onscreen lines tells their stories. “I am not the neglect”, “I am not his little secret”, “I am not my 17 foster homes”, and “I am not my broken ribs” are only some of the lines that turn into silent shouts like “I am strong”, “I am free”, “I am proud” and “I am unstoppable”.
The music playing in the background is Lorde’s 2013 rendition of Tears for Fears’ 1985 hit single “Everybody Wants to Rule the World”. The New Zealand singer’s cover of this song appears on “The Hunger Games: Catching Fire – Original Motion Picture Soundtrack” album and was also featured in the Epix promo for the premiere of “The Hunger Games: Catching Fire”.