# Barnardo's TV ad to ask for £3 a month

- Link: https://fundraising.co.uk/2011/10/03/barnardo039s-tv-ad-ask-3-month/
- Published: 2011-10-03T07:50:20+01:00
- Author: Howard Lake

![](https://www.fundraising.co.uk/files/images/news/barnardos_tv_ad_20111003.jpg)

![](https://www.fundraising.co.uk/files/images/news/barnardos_tv_ad_20111003_0.jpg)

Children’s charity Barnardo’s will launch a pilot direct response advertising campaign
today to support its current [Cut them free](http://www.barnardos.org.uk/cutthemfree)
campaign to stop child sexual exploitation.

The Be Safe appeal, produced by [DTV](http://www.dtvgroup.co.uk), focuses on the
dangers of grooming and will run for the first time today at 09.24 on Comedy Central,
during Two and a Half Men.

It asks viewers for £3 a month. It will run on digital channels across the UK, from
today until 30 October, and test two formats. A new donation telephone line has 
been set up to run with the campaign: it is 0800 038 1130 or people can text SAFE
to 70007 for a guide to spotting children at risk.

## Advertisement

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DTV’s co-founder Peter Muffett said: “Developing a strong enough proposition that
works across many day-parts was the real challenge here – making the ad responsive
may sound obvious but can often be overlooked. As we often find, sometimes the best
way to acquire donors is not to ask for a donation.”

Media agency [MC&C](http://www.mcand.co.uk) managed the media buying element of 
the campaign.

### Watch the advert

www.barnardos.org.uk/BeSafe

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