As the new school year starts, Barnardo's, the U.K. children's charity, is using CGI hyenas to represent bullies in a new spot highlighting its mental health services.
Created by FCB Inferno and directed by Sam Brown via Rogue, the spot shows a young girl cowering from the snarling pack of bullies, in the school corridor, on the walk home and even after she reaches the safety of her front door, as they content to torment her via her phone. Later, we see her talking to a specialist counselor at Barnardo's, the hyenas gone.
It’s the first in a series of three new adverts forming the next instalment of Barnardo’s "Believe In Me" awareness-raising campaign. The stories are all based on real-life accounts from people who have been helped by the charity, although depicted by actors.
Barnardo’s Chief Executive Javed Khan says in a statement: “Our aim was to bring to life the serious challenges faced by the children we support. The use of CGI helps give TV viewers a sense of the way a child might feel when they are bullied, on and offline, and the impact it can have on their mental health.