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.
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:
War Child Canada