The charity is urging people to give up their time and volunteer in one of its 300 retail stores around the UK on ‘Make a Difference Day’ on 30 October.
Regional media will be sent details about local shops that need volunteers and are holding recruitment events on the day, organised by Community Service Volunteers.
Students and pensioners will be targeted via the retirement and student press, along with weekend supplements and charity trade press.
‘Getting and retaining volunteers is never easy,’ said Barnardo’s corporate media officer Rachel Bayliss. ‘But particularly we find PR is an effective way of attracting older people, who trust their local media.’