BBH shows how to make charity ads in new online campaign for Refuge

Among its multifarious skills Bartle Bogle Hegarty is extremely good at charity advertising, chiefly by giving the matter some thought and applying imagination, rather than just a slo-mo appeal to jaded consciences. Its ad for UK children’s charity Barnardo’s is a good case in point.

Now it’s produced this internet film for Refuge, a charity for female victims of domestic violence. It’s called ‘How to look your best on the morning after’ and features video blogger and make-up artist Lauren Luke with some handy tips.

It’s maybe not as straightforward to do this for what we used to call ‘Third World’ charities with their distressing staple of dying children. But the reason this film works is that there’s some human resilience and hope in it too.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.