The War Child Campaign Shows 'Where Childhood Thrives, War Does Not'
Meghan Young — February 20, 2013 — Marketing
References: johnst & ibelieveinadv
The War Child campaign shows that "where childhood thrives, war does not." It illustrates this strong and accurate belief with dark and gritty images of common weapons such as rifles, grenades and knives. What is not so typical, however, is that each weapon has been entwined with even more common toys. From skipping ropes to alphabet blocks, the pairings are completely incongruous.
Conceived and executed by John St, an ad agency based in Toronto, Canada, the War Child campaign sends the message that with education, opportunity and justice, children living in war torn countries can have a chance to lead normal happy lives, something all kids should have a chance to do. Instead of playing with gun, they can pick up a yo-yo.
Conceived and executed by John St, an ad agency based in Toronto, Canada, the War Child campaign sends the message that with education, opportunity and justice, children living in war torn countries can have a chance to lead normal happy lives, something all kids should have a chance to do. Instead of playing with gun, they can pick up a yo-yo.
Trend Themes
1. War Child Campaign - The War Child campaign uses incongruous combinations of familiar toys and weapons to raise awareness about the impact of war on childhood.
2. Education and Opportunity - The campaign highlights the importance of education and opportunity in providing children from war-torn countries with a chance for normalcy and happiness.
3. Disruptive Advertising - The War Child campaign disrupts traditional advertising by using striking visuals to convey a powerful message about the impact of war on children.
Industry Implications
1. Advertising - The War Child campaign demonstrates the power of disruptive advertising in raising awareness for important social issues.
2. Nonprofit Organizations - Nonprofit organizations focused on children's rights and welfare can adopt the approach of the War Child campaign to create impactful awareness campaigns.
3. Education - The campaign emphasizes the transformative role of education in empowering children affected by war and promoting their well-being.
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