Our case study is Barnardo's, which is a children's charity. Barnardo's runs campaigns and schemes to help the most vulnerable children and young adults transform their lives and fulfil their potential. In 2003, Barnardo's introduced a very hard-hitting campaign on children suffering from poverty. The reason for this, as stated in the press release to begin this campaign, is that despite having the fourth largest economy in the world, the UK still has 3.8 million children (1 in 3) …showed first 75 words of 1919 total…

…showed last 75 words of 1919 total…tens of thousands don't have a bright, rosy future ahead of them.' Finally, Barnardo's also tries to create a sense of empathy in the reader, for example I quote, 'Their lives are being ruined by drugs, abuse, poverty, neglect. Right now. As you read this.' This is a clever technique as it is likely to make more people want to donate to the charity. This concludes my analysis and comments on hard-hitting advertisements.