By Bartle Bogle Hegarty.http://www.guardian.co.uk/media/2002/dec/03/advertising.society
Nebel says: "My basic mission was to help make Barnardo's stand out in a crowded market and explain the enormous range of support and help it gives to desperate families.
"Our mission was to rebrand Barnardo's and tell people that it was no longer about orphanages. Every year Barnardo's helps 115,000 underprivileged children.
"I believe the charity's willingness to embrace modern marketing and fundraising methods has been an invaluable part in the Barnardo's success story."
An exert from the Guardian article "Barnardo's wins top ad prize" by Claire Cozens
Tuesday 3 December 2002 15.03 GMT
An earlier ad, featuring a baby injecting heroin, was banned by the advertising standards authority. But the charity capitalised on the setback by commissioning a new "happy baby" image, captioned, "The ad we wish we could have run".
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