Press Play for Barretstown

  • Branding
  • Digital
  • design
  • Strategy


Barretstown offers free, specially designed camps and programmes for children and their families living with a serious illness. They celebrate their 25th year in 2019, and Idea were asked to work with Barretstown to plan a 5-year campaign to help with their fundraising efforts.

The ‘Press Play’ campaign showcases how Barretstown changes lives. Childhood stops for seriously ill children. Barretstown exists to Press Play on childhood. Families always talk of how a diagnosis of serious illness means that normal family life stops, everything becomes about the sick child and the fight to save their life. Barretstown helps children and their families deal with the emotional and physiological scars often left after months and years of treatment. Hospitals treat the illness but Barretstown treats the child.

Design Challenge

Idea were thrilled and honoured to work with Barretstown on ‘Press Play’. Our team developed the ‘Press Play’ concept and designed and delivered all the elements required for the Teaser and Reveal campaigns, including outdoor media, website, video, TV ad and launch items. We took the campaign to new heights – with the ‘Press Play’ poster being displayed on Liberty Hall on Dublin’s Quays.



Barretstown launched their campaign on the RTÉ One Ray D’Arcy show, where the ‘Press Play’ website was officially launched thanks to some of the fantastic Barretstown ambassadors and actors Aidan Gillen and Jonathan Rhys Meyers.

In the month following the reveal, online donations were up 252% compared to the same period last year, and the number of people signing up to a monthly donation was up 1533%.

An incredible result for an excellent cause!