War Child promotes fictional "remote operated" motherhood service in latest Mother's Day campaign

TORONTO, May 7, 2014 /CNW/ - What if you could help mother children in war-affected areas? What if you could virtually reach out and literally provide them the warmth of a mother's hug? Or rock them to sleep from the safety of your couch? With today's launch of War Child's latest campaign promoting the fictional NGO Surrogaid.org, now you can.

Leveraging TV, radio, out-of-home and online advertising, the newly rolled out campaign promises to allow mothers here to literally feed, comfort and care for children in warzones - all with just a few simple clicks online.

However, when visitors actually attempt to connect to a live Surrogaid stationed abroad, they'll be delivered the campaign's payoff: "You can't donate motherhood. But you can donate money".

"We wanted to make it seem plausible that you could donate the act of motherhood online", says Stephen Jurisic, Executive Ccreative Director of john st. advertising. "But of course, only real mothers in these war-affected countries can mother their children."

"It's so easy to get caught up in the 'Kickstarter craze' these days," remarks Adrian Belina, partner & creative director at digital design and development agency, Jam3. "Surrogaid helps to remind us of the simplest truth in our business - that technology should never let itself get ahead of the story. No technology could ever replace a mother's love and it was great to help John St. and War Child remind people of that."

James Topham of War Child Canada says, "We thought this was a fresh way to remind people how important mothers are to the healthy development of children - particularly in the context of war.  And that the best way to support them is still the easiest - by donating money."

With Mother's Day just around the corner, War Child is hoping the campaign will connect with Canadians as motherhood comes top of mind. As Mr. Topham says, "By supporting motherhood you're helping protect childhood, which is War Child's primary mission. And one that's only made possible when people give."

The campaign was created by international award-winning agency john st., with the interactive web experience developed by Jam3.

About War Child
War Child is an internationally recognized charity that works with war-affected communities to help children reclaim their childhood through access to education, opportunity and justice. By making a long-term investment to create an environment in which childhood can thrive, the cycle of violence can be broken. War Child also takes an active role in raising public awareness around the impact of war on communities and the shared responsibility to act.


URL: Surrogaid.org
Twitter: @surrogaid

URL: warchild.ca
Twitter: @warchildcan

Live Date/Air Date: May 5th, 2014

About john st.
john st. advertising is an independent agency based in Toronto, Canada and provides strategic planning, advertising, social, digital, design and experiential advertising to a broad range of packaged goods, automotive, service and pharmaceutical clients. Through unignorable tactics backed by sound strategies, john st. provides clients with measurable results. john st was nominated by Strategy Magazine for Agency of the Year and Digital Agency of the Year in 2011 and 2012. For more information, visit www.johnst.com.

Image with caption: "War Child Canada (CNW Group/War Child Canada)". Image available at: http://photos.newswire.ca/images/download/20140507_C7032_PHOTO_EN_40060.jpg

Image with caption: "The 'hug a child' function at surrogaid.org. (CNW Group/War Child Canada)". Image available at: http://photos.newswire.ca/images/download/20140507_C7032_PHOTO_EN_40059.jpg

Image with caption: "Surrogaid.org founder, Eric Asher. (CNW Group/War Child Canada)". Image available at: http://photos.newswire.ca/images/download/20140507_C7032_PHOTO_EN_40058.jpg

SOURCE: War Child Canada

For further information:

David Jones

James Topham
War Child Canada

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War Child Canada

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