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Images such as Barnardos’ heroin baby have come to define charity advertising – but now some agencies are trying a more subtle tack

In 2000 children’s charity Barnardos produced one of the most shocking adverts ever for its Giving Children Back their Future campaign. An advertising watchdog urged newspapers not to carry the image (the Guardian and Observer defied the ban) of a baby injecting itself with heroin, and the charity swiftly replaced it with a smiling infant.

Two years later, however, Barnardos was using shock tactics again, with a campaign called Stolen Childhood, featuring imagery of artificially aged children being forced into prostitution. And its advertising campaign in 2009, showing the reality of domestic abuse, provoked more than 800 complaints, earning it a place on the list of the most complained about adverts ever produced.

Related: Charity campaigns that changed the way we think – in pictures

Related: The Dress: are social memes and shock tactics the future of charity marketing?

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