Barnardo's launched its first legacy television marketing campaign in March 2023 to inspire people to leave a gift in their will. The TV advert follows Gladys as she interacts with children, young people and families who are facing challenging circumstances, such as helping a young carer and her dad with household budgeting. Each of the people who Gladys meets are left happier after her help.
The advert ends with the strapline "Gladys wants to be there for children everywhere. So she put Barnardo's in her will.”
By telling the story of Gladys and her decision to leave a legacy to Barnardo’s, the advert showcases the breadth of Barnardo's work and the impact people who choose to ‘Be More Gladys’ can have by leaving Barnardo’s a gift in their will.
We exist to create a world in which no child is turned away from the help they need. We don’t abandon children because of who they are or what they’ve done. We listen to them, fight for their rights and do whatever it takes to protect and support them – because we believe that all children have the right to a happy and healthy life.
Barnardo's helps hundreds of thousands of children, young people, parents and carers across the UK through nearly 800 services.
We align with the following UN Sustainable Development Goals: