HELP CHILD SOLDIERS, 1 by John St for War Child

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HELP CHILD SOLDIERS, 1

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Canada
Agency John St
Director Henry Lu
Art Director Stuart Campbell
Copywriter Mia Thomsett
Account Supervisor Sandra Moretti
Editor Ross Birchall @ Bijou Editorial
Released April 2009

Credits & Description

Category: Best Use of Integrated Media
Advertiser: WAR CHILD CANADA
Product/Service: CHILD SOLDIERS CAMPAIGN
Agency: JOHN ST
Date of First Appearance: Apr 6 2009 12:00AM
Entrant Company: JOHN ST, Toronto, CANADA
Entry URL: http://www.helpchildsoldiers.com
Co-Creative Director/Partner: Angus Tucker (john st.)
Co-Creative Director/Partner: Stephen Jurisic (john st.)
Copywriter: Mia Thomsett (john st.)
Art Director: Stuart Campbell (john st.)
Broadcast Producer: Michelle Orlando (john st.)
Digital Producer: Mavis Huntley (john st.)
Account Supervisor: Sandra Moretti (john st.)
Director: Henry Lu
Director of Photography: Brendan Steacy
Production House: (Soft Citizen)
Executive Producer: Link York (Soft Citizen)
Executive Producer: Eva Preger (Soft Citizen)
Editor: Ross Birchall (Bijou Editorial)
Music: David Sorbara/Tom Westin (Grayson Matthews)
Post Production: (Alter Ego)
Illustrator: (Parishill Studio)
Website: (Principle)
Photographers: (Raina + Wilson)
Media placement: TV Spot - City TV - 06/04/2009
Media placement: Viral Video - YouTube - 06/04/2009
Media placement: Website - Worlwide Web - 06/04/2009
Media placement: Posters - Posted Nationally - 06/04/2009
Media placement: Stencil - Posted Nationally - 06/04/2009
Media placement: Direct Mail - Mailed Out To Bloggers - 06/04/2009
Results and Effectiveness
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%.
Creative Execution
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.
Insights, Strategy & the Idea
Contrary to popular belief, Canada is one of the least philanthropic countries in the world. Our blatant apathy makes it difficult for organisations like War Child to attract new members to support their cause. Apathy is especially prevalent among young Canadians. We needed to find a way to reach them and turn them into key War Child activists and volunteers.