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. Posters and stencils touting bizarre messages like “War is for Kids” went up around the city. A YouTube video and TV spot were released, showing people pitching in to help child soldiers fight. And bloggers were sent mailers, asking them to donate used knives to the cause. 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 favourited on YouTube, was the 6th most discussed nonprofit video of all time in Canada and gained over 100,000 hits within the first two weeks. A gallery showing of the campaign’s posters attracted over 500 people, generating additional buzz for War Child. Since the launch, War Child has seen over 12,000 new memberships, an 80% increase in new volunteers and a 50% increase in donations.