04.22.09
War Child Canada viral video
Online Ads, Public Service
In close to twenty countries globally, children as young as six are fighting in conflict. War Child Canada raises awareness, understanding and concern for the plight of children forced to endure unimaginable acts of violence and torture. In regions where child soldiers are often placed on the front lines of combat, being used as human shields, messengers and spies, it provides programming aimed at preventing children being recruited and assistance in the difficult process of reintegration once they leave the armed groups. (War Child Canada currently provides support to communities in
Afghanistan, Darfur, Uganda, Democratic Republic of Congo,
Ethiopia, Sri Lanka and Georgia.)
This pro bono multimedia campaign—created by Toronto ad agency, john st. and supported by Toronto public relations agency, Hill & Knowlton Canada, and online production company Principle—calls attention to the estimated 300,000 children around the world who’ve been forced or drafted into armed groups. The campaign uses posters and this viral video to drive people to Helpchildsoldiers.com. The video content initially appears backwards, people donating old guns and knives to the cause, rallying with support message and posters with preposterous statements like “War is for kids!” but it effectively brings this point home: If you’re doing nothing to stop it, you’re supporting the problem.
Stuart Campbell, john st., art director;
Mia Thomsett, john st., writer;
Stephen Jurisic, john st./Angus Tucker, john st., creative directors;
Henry Lu, john st., director;
Brendan Steacy, john st., director of photography;
Michelle Orlando, john st., agency producer;
Mavis Huntley, john st., agency online producer;
Andrew Graham, Soft Citizen, production house producer;
Link York, Soft Citizen/Eva Preger, Soft Citizen, executive producers;
Ross Birchall, Bijou Editorial, editor;
Melanie Hider, Bijou Editorial, assistant editor;
David Sorbara, Grayson Matthews/Tom Westin, Grayson Matthews, music;
Alter Ego, post production;
Raina + Wilson, photographer;
Parishil Studio/Alter Ego, illustrators;
Stuart Campbell/Parishil Studio, designers;
Principle, Web site development.
www.johnst.comwww.warchild.ca