We created what looked like a grassroots movement, showing what people were doing to support the use of child soldiers. A TV spot and YouTube video were released, showing people pitching in to help child soldiers fight. Posters and stencils touting bizarre messages like “It’s never too early for war” went up around the city. People were led 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, was the 6th most discussed non-profit video of all time in Canada and gained over 100,000 hits within the first two weeks. Since the launch, War Child has seen over seven hundred new memberships, an 80% increase in new volunteers and a 50% increase in donations.