The intention of this piece of advertising was to extend Barnardo's 'Giving Children Back Their Future' campaign onto a digital platform with a broader appeal/ Tje sp;itopm was 'Ebaby' - an interactive virtual baby that lives on the users desktop. Upon receiving an email, the user would be given the task of caring for the virtual baby over a given period of time. At the end of the experience, the user would then be given a score indicating how successful they were as a virtual parent, and then encouraged to make a donation. This type of interactive game traditionally lends itself to abuse and neglect. We realised that we could exploit these bad habits and use them to illustrate how easily abuse and neglect happens every day to children in the real world.