Agency Network: 
November 2020


The campaign announces The Children’s Society’s new brand positioning ‘fighting for hope’ in vulnerable young people and dramatises the work they do to keep hope alive when it is at greatest risk. ‘A thing called hope’ tells the story of hope in crisis as we follow Reece, a loving brother and son who is recruited unwillingly into ‘county lines’ drug trafficking. Reece’s hope is represented as a ‘hope meter’, fluctuating with the challenges of his young life and restored by a caseworker from The Children’s Society.

Film advertisement created by BMB, United Kingdom for The Children's Society, within the category: Public Interest, NGO.

Advertising Agency: BMB, UK
Creatives: Ben Lambert, Alex Mawby
Designer: Sam Hamer
Digital Content Director: Bianca Eglinton
Account Manager: Liv Myers
Strategist: Amy Bowker
Account Director: Laura Battersby
Managing Director: Claudia Wallace
Chief Creative Officer: Matt Lever
Chief Strategy Officer: David Bain
TV Producer: Kate Banks, Tracy Macassey
Creative Producer: Charlotte Riley
Media planning/buying: Craft & The Kite Factory
Production Co: Knucklehead
Director: Charlotte Regan
Executive Producer: Francis Mildmay-White
Editor: Marshall Street Editors
Post Production: Framestore
Sound Design: Wave
Composer: Patrick Jonsson / Air Edel
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