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: