In this campaign we wanted to prove that we’re supporting the problem if we’re doing nothing to stop it. We created what looked like a grassroots movement, showing what people were doing to support the use of child soldiers. Using media relevant to young Canadians, we were able to target potential activists. All avenues led people to helpchildsoldiers.com where they learned the true campaign message, and could get involved by printing their own posters, downloading wallpapers and signing a petition.

The video became the top featured and top favourite on YouTube and gained over 100,000 hits within the first two weeks. War Child saw an 8.5% increase in members of their database and a 16% increase of their Facebook fans. In just a few weeks War Child was able to almost double their volunteer base, giving them the quickest volunteer recruitment they had seen in their 10 years of existence. And the most impressive results came in donations; when the campaign launched War Child saw their online donations increase by almost 300%.