This autumn, Barnardo’s joined forces with Universal Pictures to launch a nationwide partnership inspired by Wicked: For Good — the epic conclusion to the Wicked cinematic phenomenon.
Planned and bought by The Kite Factory, the fully integrated campaign was designed to harness the cultural impact of one of the year’s most anticipated film releases, using entertainment as a powerful force for social good. At its heart was a shared ambition: to help children and young people across the UK feel like they belong — because together, anything is possible.
The partnership came to life across cinema screens nationwide, with bespoke placements running within Wicked: For Good screenings from launch. This cinema activity was supported by a full-funnel media campaign spanning TV, radio, VOD, out-of-home, digital display, paid social, online video and PPC, running throughout the rest of the year to build awareness, affinity and consideration for supporting Barnardo’s work.
A key early moment in the campaign was Barnardo’s first-ever national radio promotion across Heart, Magic and Absolute. Listeners were given the chance to win unforgettable experiences inspired by the film – from walking the red carpet at the UK premiere to an Emerald Isle getaway – helping to generate excitement, engagement and reach ahead of the film’s release.
The partnership extended beyond media into retail, with Barnardo’s shops across the UK stocking exclusive Wicked: For Good merchandise. Proceeds from these products support the charity’s vital work with children and families, ensuring the campaign delivered tangible impact alongside cultural relevance.
At a time when one in three children in the UK live in poverty, the campaign aimed to remind audiences of the importance of connection, care and opportunity. By aligning a major cultural moment with a clear social purpose, the partnership demonstrated how integrated media can turn attention into action and entertainment into meaningful change.
To find out more about the partnership, visit: https://www.barnardos.org.uk/wicked-for-good