Friday, May 22, 2009

War Child Canada Wins Bessie Award

This campaign gives me the chills and strikes a cord by getting attention without being too haunting. Unlike other PSA's I can watch this ad again and again and let the message sink in. War Child Canada creatively strikes a balance between shock value and relevant information that works. Their social media campaign scooped a Bessie Award yesterday for best online viral video.

This brilliant campaign uses viral videos to deliver a message that strikes a cord with viewers - no horrific images of child soldiers here, instead with a creative twist, we see typical Canadian parents and grandparents collecting weapons and raising funds to help children become child soldiers. This follows their equally brilliant campaign in 2008 where a Canadian summer children's camp is promoted as a fun place where children can learn the art of warfare.

These campaigns spread their messages through YouTube, Twitter, Blogs. and a PR campaign that prompted coverage through the mainstream press. Donations to war Child Canada in the 2009 effort increased by 38%.

Click below to see the campaign:

1 comment:

WendyMcMullan said...

Wendy said...
The War Childs use of viral media is definitely one of the most creative campaigns that I have seen by a non-profit organization. The creativity in this campaign I believe comes from the exceptional reversal of the typical non-profit campaign images and messages. The Help Child Soldier campaign captures viewer’s attention, makes them talk and stimulates them to act, which was proven by the results of increased awareness, interaction and donations.

Typically non-profit organizations show us devastating footage with hurt children, starving animals or lands in ruins. This is done to grab our attention but I agree with you above in saying, that they are very hard to watch and I question do people sit through the ad. The creativity or using viral ads with a reversal in images and messages allows people to do what they do best and that is to pick out what is wrong. This creates interaction and will drive people even more to make sure and do something.

People do not sit over coffee and talk about the typical non-profit ads they see daily on TV whihc cost thousands of dollars. Although one may have a painted image of a child who was flashed on the screen we become more accountable to our actions once we make our feeling public and share them with people. I think this campaign is genius in that it makes people talk and with talk we more likely see action which is what they need with little associated costs.

Wendy McMullan