Barnardo's ad attracts 400 complaints

An advert for Barnardo’s children charity is being investigated by the ASA after attracting nearly 400 complaints.

The hard-hitting TV and online campaign, created by BBH, shows the journey of girl who has suffered abuse in childhood leading a life of crime, drugs and poverty.

In the advert, which was first shown last week, the girl’s father is shown repeatedly hitting her round the head and features a loop of five scenarios to show the cyclical nature of abuse. The girl is shown in a prison cell, mugging someone and shooting up drugs.

The advert ends with the strap line, "For thousands of children in the UK, the story will keep repeating itself until someone stops it".

‘The Break The Cycle’ TV spot is preceded by a warning for it not to be viewed by children under 13 without parental consent on Barnardo’s YouTube channel.

Barnardo’s stipulated that the advert should not be shown in its post-9pm watershed slot in programmes popular with children, such as X Factor.
The advertising watchdog is investigating whether the advert has breached its codes for taste and decency.

Watch the advert here.

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Your comments

Jay 2-Dec-08 14.48	I have to say, although the advert is not pleasant to watch, it attracts my attention every time I see or even hear it on television - therefore serving it's purpose as advertising - I would so rather watch this and be made aware of the issue at hand than have to go through a life cycle in a similar fashion. It makes me cringe to think that people sometimes complain just because they don't want to see something because it is disturbing - so is life, get over it and stop sticking your head in the sand!!! If those that complained put their hands in their pocket, maybe we could rid ourselves of the need for this type of advertising and do something about it other than winge.
Cheryl Chapman 3-Dec-08 11.30	Yes - a hard-hitting ad that gets its message across. Sometimes truth IS more awful than fiction. Would not these 400 complainants have been better off taking the time to donate money to Barnado's to help make the abuse stop in real life instead of contacting the ASA and asking for them to take the ad off air, so these viewers don't have to be subjected to the horrors of real life. They need to think about the people for whom this is real life instead of complaining about having their TV viewing impaired. Stick your hands in your pockets not your heads in the sand.
julesrob 3-Dec-08 12.01	I wholeheartedly agree with the comment from Jay. This kind of thing is happening on our streets on a daily basis, so why should we ignore it and pretend it's not happening? There is no doubt that this IS a hard hitting and graphic campaign- but it is bringing to life a problem which has actually been around for decades, even centuries. Its so important that these charities/ad agencies help remove the veil of ignorance the general public have about issues which don't directly effect them. In addition, showing this kind of advertising to younger people can only help improve their awareness of the problems in today's society, and perhaps even encourage those who suffer a similar fate to come forward and get help. This is the real world. Wake up Britain.
julesrob 3-Dec-08 12.21	I wholeheartedly agree with the comment from Jay. This kind of thing is happening on our streets on a daily basis, so why should we ignore it and pretend it's not happening? There is no doubt that this IS a hard hitting and graphic campaign- but it is bringing to life a problem which has actually been around for decades, even centuries. Its so important that these charities/ad agencies help remove the veil of ignorance the general public have about issues which don't directly effect them. In addition, showing this kind of advertising to younger people can only help improve their awareness of the problems in today's society, and perhaps even encourage those who suffer a similar fate to come forward and get help. This is the real world. Wake up Britain.
AlexTheV 3-Dec-08 19.09	Every time I see this advert it takes me back to some fairly traumatic experiences I had as a child. It is distressing for me to watch and I don't pay my TV licence for this to be shown in my lounge where I'm relaxed and comfortable and enjoying some entertainment on the TV. Barnardo's and NSPCC and the like do a wonderful job - however ramming this into peoples' faces is not the way to drum up support. Julesrob: rape, sexual abuse, violence against pensioners happens on a daily basis, should we be graphically showing that in people's living rooms on a nightly basis? How about stabbings? This stuff goes on but that doesn't mean everyone should share in some dreadful nightly group 'suffer-fest'. There are better ways to get the message across. Apart from anything else it desensitises the public to this level of violence. 'Veil of ignorance'?? Don't be so self-righteous. I'm far from ignorant, thanks.
Di. 14-Dec-08 21.32	I have complained to the ASA to take it off the air as im in pieces from being one of those who was regulary slapped around the head from childhood to teen and my Brother has said the same im nearly 40 and hes 42, also that was only a small piece of the abuse. I understand its to get a point across but for people like me and my Bro its a constant reminder of what we went through and the actual noise of the slap is harrowing and reduces me to tears but ive never taken drugs or stolen etc but I know of many who have because they crave attension as no one listens in the first place and they want to be heard.and yes ive had concilling but that is a reality no one can forget who has had it done to them and ive been left with a life time of physical and mental illnesses thanks to the abuse. I have asked if there could be another way to portray the point across, im not asking or expecting anyone to feel sorry for me, but I was in a childrens home in my teenage years so I know well of banardos but my abuse went on for 8 years with no one listening and even though I got hospitalised for a week then taken into care but had to go to court twice and be sat next to the man who did it all to m
Di. 14-Dec-08 21.38	Please read below first as I couldnt fit it all in one section!.............man who did it all to me and he got away with it all and not even a slap on the wrist so forgive me for not believing in a system that let me down badly. I dont think any amount of money will solve this problem abuse has so many different wordings and yes stabbing is one of them but its not shown or mensioned. In my point it is the system that is wrong and not enough is being done to protect these cases and stop it from happening before they go onto taking drugs to numb the pain etc and yes its alright going on the child at risk register but how many more will die or have thier lives wrecked because not enough is being done, anyone who is suffering abuse of what ever nature should be protected and even taken out the situation to protect them and stop them from moving onto drugs etc in the first place. Most importantly if the nation is showed that the sytem is working to help etc then more will come forward as they know then they will be safe and then get the help the desparatly need. ITS TIME TO STOP THE ABUSE HAPPENING IN THE FIRST PLACE AND FOR THE SYSTEM TO GET ITS ACT TOGETHER SO PEOPLE FEEL TH
Di. 14-Dec-08 21.43	Please read my first section as I could not fit it on in one go and this is the third section!........................ THEY KNOW THEY CAN GET HELP AND HOPEFULLY SORT THIER LIVES OUT BEFORE ITS TOO LATE AND THEY GO INTO A LOOP THEY CANNOT GET OUT OF OR IT KILLS THEM. Sorry if anyone doesnt agree with me but untill you have been abused you wont be able to understand fully.

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