A thing called Hope

The Children's Society

To launch The Children’s Society’s new brand positioning ‘Fighting for Hope’ we developed ‘A thing called Hope’ - a film that tells the story of hope under threat. It follows Reece, a loving brother and son who is unwillingly recruited into ‘county lines’ drug trafficking.

Reece’s hope is represented with a ‘hope meter’, which fluctuates with the challenges of his young life and is ultimately restored by a caseworker from The Children’s Society. The film dramatises the work The Children’s Society does to keep hope alive in vulnerable young people.

The TV campaign is supported by radio, social and digital display activity and represents The Children’s Society’s most significant advertising investment. Intended to raise the charity’s profile and raise funds at a time when young people need their services more than ever.