Children's charity Barnardo's has created a dramatic and defiant commercial that demonstrates just what abused children can achieve when they get a chance to believe in themselves.
The film, by FCB Inferno, features five street-cast actors, each representing the true story of a Barnardo's child. A dancer, a drummer, a gymnast, a footballer and a karate kid all demonstrate their skills, despite performing in cramped, squalid environments.
Their narratives turn from victim to hero as they insist, "I am not his little secret," "I am not the toys I never had," I am not my broken ribs," and then declare, "I am strong," "I am free," "I am proud," "I am unstoppable."
A chilling soundtrack -- Lorde's version of Tears For Fears' 80s classic, "Everybody Wants to Rule the World" -- brings home the menace of the children's early lives, as well as their determination to break free from the disadvantages they started with. Their full stories are up online at the charity's website.
Frazer Gibney, CEO of FCB Inferno, said in a statement, "Barnardo's holds an unstinting belief in the resilience of children and their ability to turn their lives around. This campaign is build around that truth and, unlike so many charity ads, "Believe in Me" focuses on hope and potential rather than despair."
The ad was directed by Sara Dunlop through Rattling Stick and produced by The Mill. Dunlop also directed FCB West's Levi's spot and a road safety film for M&C Saatchi last year.