Opinion: The Marketing Society Forum - Do shock tactics have a place in charity marketing campaigns?

Barnardo's is running an online ad whose content is so strong that those who wish to watch it must opt in before viewing. Do the ends justify the means?

MIKE DODDS, MANAGING DIRECTOR, OGILVYONE LONDON

If you believe all publicity is good publicity, yes. If you're trying to change behaviour in a simple way, such as trying to get people to drink less, then probably. But if you're trying to do something more subtle - to get people to look at issues in a new way or start a debate - you need to proceed with caution.

Charities are about issues; the noise surrounding their ads must never be allowed to drown out that issue. Audiences become used to shock tactics, …