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ANDY Awards

Creative Award
New York, United States
Barnardo's - "Break the Cycle" by ANDY Awards 2009

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TitleBreak the Cycle
Agency
Campaign Break the Cycle
Advertiser Barnardo's
Brand Barnardo's
Date of First Broadcast/Publication 2008 / 11
Business Sector Charities, Foundations, Volunteers
Problem Communicate Barnardo’s tireless commitment to helping some of the countries most vulnerable, troubled and misunderstood young people
Media Type Television
Length
Market United Kingdom
AI Description The advertisement by Barnardo's titled 'Break the Cycle' is a poignant portrayal of a young woman's cycle of violence and abuse. The scenes are gritty and raw, with a recurring theme of helplessness and despair. The young woman is seen in various distressing situations, including being yelled at and mistreated. The visuals shift between different settings like a home, prison, and moments of apparent drug use, illustrating the continuous cycle she is trapped in. This realistic portrayal aims to highlight the urgency of intervention and support needed for vulnerable youth. The tagline at the end reinforces the message with a call to action—"For thousands of children in the UK the story will keep repeating itself, until someone stops it." Barnardo's encourages viewers to believe in children and see the difference they can make.
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