BATTLEKID by Air Brussels for Amnesty International

BATTLEKID

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Industry Charities, Foundations, Volunteers, Human Rights
Media Promo & PR, Case study
Market Belgium
Agency Air Brussels
Creative Yannick Pringels, Antoine De Bellefroid, Cedric Rainotte
Released May 2013

Credits & Description

Advertiser: AMNESTY INTERNATIONAL
Agency: AIR BRUSSELS
Category: Charities, Public Health & Safety, Public Awareness Messages
Advertising campaign: BATTLEKID
3D Models/Texturing/Setup: David De Graaff (AB-Arts)
Develpment: Anthony De Brackeleire (AB-Arts)
Graphic Designer: Gaetan Baudoux (Air Brussels)
Creative Directors: Gregory Ginterdaele - Marie-Laure Cliquennois (Air Brussels)
Account Manager: Julie De Smedt (Air Brussels)
Creative: Antoine De Bellefroid (Air Brussels)
Creative: Cedric Rainotte (Air Brussels)
Director Amnesty International: Philippe Hensmans (Amnesty International)
Creative: Yannick Pringels (Air Brussels)
3D Model/Texturing/Setup/Animation: Anthony Beth (AB-Arts)

Strategy
In 2012 Amnesty International’s campaign condemned the use of child soldiers.There are still estimated to be 250,000 child soldiers around the world, snatched from their parents, deprived of schooling and abused. How could we once again involve Belgium in our battle?How could we create an overall younger base of Amnesty activists?Amnesty provided Belgians online gamers with an interactive experience to explain that child soldiers are a reality and that: 'You can't play with a child’s life'.

Execution
This new, free game takes place in the four corners of today's world. You're twelve years old and you have been forced to enrol. You are now a child soldier.War is raging. Civil, ethnic, whatever. This isn’t fiction: you're on the frontline. There's only one rule: survive.In Battlekid, warriors don't choose to go to combat, they're forced to. There's only one way out - and it’s in your hands.This text presented a new online game, without any mention to Amnesty International.Gamers were reached in their own universe. They were invited to step into the shoes of a child soldier, and only when the battle started did they discover Amnesty’s message: 'You don’t play with a child’s life'.Battlekid went viral immediately.

Effectiveness
In total, the child soldiers campaign succeeded in:- Reaching gamers in their own universe.- The campaign received mass coverage through TV, radio, press and blogs, which brought Amnesty’s battle against the use of child soldiers to the wider public.- The campaign engaged new activists and created an overall younger base of Amnesty activists.- In only 2 weeks, 22,404 visitors played Battlekid.- The number of visits to the Amnesty child soldier page multiplied by 5.- In general, the campaign contributed to a 5% increase in donations in 2012.