Digital and direct media agency Equi=Media has devised a unique media partnership with The Guardian to support the launch of a hard-hitting new campaign from children’s charity Barnardo’s. For the first time, the national newspaper has agreed to run full-page, HD video ads on its website.
The initiative demonstrates how Equi=Media is helping its clients to push the boundaries of online advertising and take creative into new areas using the medium. The campaign has been developed by Equi=Media in partnership with Barnardo’s TV media buying agency John Ayling & Associates, with creative led by the charity’s advertising agency, BBH.
Barnardo’s is launching the online ads to coincide with a wave of TV advertising launching on Monday, November 24th, on ITV during flagship reality show I’m A Celebrity Get Me Out Of Here, and also on Channel 4 and Five. Online work will initially appear simultaneously on The Guardian’s society and education Web pages. For November 25th, Barnardo’s has bought home page take over placements during key dayparts to maximise the media budget. Users interacting with the ads will be able to view it full screen and in high definition.
The campaign aims to raise awareness for Barnardo’s following the launch of their “Believe in Children” strap line last year. The digital executions build on the TV campaign and highlight the message that behind every troubled child, there are issues which need to be tackled, and demonstrate the valuable work that Barnardo’s does in helping children and young people.
Barnardo’s Head of Brand and New Media, Collette Collins said: “This campaign demonstrates the commitment Barnardo’s shows in sticking with troubled children and young people to help them turn their lives around. The interactive digital element of this campaign provides us with an innovative way to communicate the reality and need of the children we help to the public.
James Miles, digital strategist at Equi=Media, said: “Convincing The Guardian to carry its first full-screen, HD ads is a major coup for us and also Barnardo’s. As an agency we are firmly focused on pushing the boundaries of digital to expand the medium into new areas, and this highly impactful ad format should ensure a high-profile online launch, as well as encourage users to engage with the charity.”