We created what looked like a grassroots movement, showing what people were doing to support the use of child soldiers. Posters and stencils touted bizarre messages like “War is for Kids” and a YouTube video and TV spot were released, showing people pitching in to help kids fight. Bloggers were sent mailers that asked them to donate used knives to the cause. All avenues led people to helpchildsoldiers.com where they learned the true campaign message: That we’re supporting the problem if we’re doing nothing to stop it.

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. Since the launch, War Child has seen over 12,000 new memberships, an 80% increase in new volunteers and in turn, a 50% increase in donations.