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Category
Collateral Design / Posters - Single
Annual ID
12125D
About the Work
War Child helps the hundreds of thousands of children worldwide forced to fight in adult wars. Despite its global work with children in warzones, it has a small public donor base in the UK. We were tasked to raise awareness of the charity?s work and recruit a pool of potential donors.
Other charities raising money to help child soldiers depict them as sinister underage killers, when they are in fact victims of manipulation who deserve sympathy. So War Child were keen to build empathy.
We dramatized the naivety that allows children to be tricked into fighting adult battles, to intrigue the audience into engaging with the charity, rather than shocking them so we lost their donations.
The campaign ran across print, magazine and high footfall poster sites in shopping malls and Liverpool Street station primarily during the Christmas period.
Other charities raising money to help child soldiers depict them as sinister underage killers, when they are in fact victims of manipulation who deserve sympathy. So War Child were keen to build empathy.
We dramatized the naivety that allows children to be tricked into fighting adult battles, to intrigue the audience into engaging with the charity, rather than shocking them so we lost their donations.
The campaign ran across print, magazine and high footfall poster sites in shopping malls and Liverpool Street station primarily during the Christmas period.
2012 Awards
Total Points: 5
Merit
Credits
Agency
Ogilvy & Mather London
Art Director
Jordan Down
Will Marsden
Group Creative Director
Gerry Human
Designer
Andy Breese
Illustrator
David Crofts
Photographer
Tal Silverman
Writer
Will Marsden
Jordan Down
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