Common perception is that Canada is a giving nation. But truth is, we are one of the least philanthropic countries in the world. Our blatant apathy makes it difficult for organizations like War Child to attract new members to support their cause. In this campaign we wanted to prove that we’re supporting the problem if we’re doing nothing to stop it.
space
Web Video
Director: Henry Lu
Integrated Video
space
space
Posters and stencils led people to www.helpchildsoldiers.com.
space
space
space
space
A weapon donation box was sent to key media and bloggers. Instructions asked them to find a used knife, place it in the box, and send it to a child soldier in Uganda. The campaign message was revealed when they opened the box.
space
space
When users tried to click “no”, their cursor would automatically shift to the left and click “yes”.
space
space
space
space
space
space
Users could get involved in the campaign themselves by printing posters, stencils and signing an online petition. To date, the petition has gained over 1,300 signatures.