Canada sends child soldiers donated guns and knives to help in their fight
December 8, 2008
Canadians trade indifference for action by donating weapons to minors in foreign countries
TORONTO, Dec 8 – War Child Canada launched a provocative multi-media campaign to call attention to the estimated 300,000 children around the world who have been forced or drafted into armed groups. These child soldiers live in deplorable and highly dangerous conditions.
An intentionally deceptive ‘Help Child Soldiers’ campaign in support of child soldiers will be used to draw attention to an overwhelming problem: Canada is one of the least philanthropic of the world’s developed nations, giving only 0.28% of our Gross National Income to helping other countries. Startling depictions of Canadians donating old guns and knives to the cause, with the backdrop of preposterous posters stating
“It’s never too early for war!” and “War is for kids!” will be used to shake people into action.
The ‘Help Child Soldiers’ campaign uses posters and videos to drive Canadians to the site www.Helpchildsoldiers.com where they are empowered to take action. The site will offer ways to become engaged and informed about the problem of child soldiers, ways to help and donate and links to the www.warchild.ca site. All funds raised by the campaign will support War Child Canada’s international programs.
The pro bono campaign, created and supported by Toronto adverting agency, john st., and Toronto public relations agency, Hill & Knowlton Canada, supports War Child Canada’s work to keep children safe in some of the world’s most violent countries.
War Child aims at raising awareness, understanding and concern for the plight of children forced to endure unimaginable acts of violence and torture. In regions where child soldiers are often placed on the front lines of combat, being used as human shields, messengers and spies, War Child provides programming aimed at preventing children being recruited in the first place, and assistance in the difficult process of reintegration once they leave the armed groups.
War Child Canada (www.warchild.ca) is a registered charity that provides opportunities and long term solutions for war-affected children. Programs are focused on education, strengthening children’s rights, reducing poverty and fostering self reliance. War Child Canada works in partnership with local people and organizations to build sustainable programming that empowers children and their communities. War Child Canada currently provides support to communities in Afghanistan, Sudan (Darfur), Uganda, Democratic Republic of Congo, Ethiopia, Sri Lanka and Georgia.
Along with the above mentioned agencies, War Child would like to thank the following companies for their creativity in developing this campaign:
- Soft Citizen: Production House
- Bijou Editorial: Editing House
- Grayson Matthews: Music House
- Alter Ego: Post-Production
- Parishil Studio: Illustrators
- Principle: HelpChildSoldiers.com Website Production
- Relish: War Child Canada Newsroom Design
Quotes:
James Topham, Director of Marketing, War Child Canada
“At first glance this campaign looks backwards—and we hope it will catch people off guard,” said James Topham, Director of Marketing, War Child Canada. “Our goal is not to offend, but rather educate Canadians about the atrocities happening all over the world. In close to twenty countries globally, children as young as six are fighting in conflict. If we, as a country, continue to do nothing, we are sealing the fate for an entire generation of children.”
What are people saying about the campaign?
The Help Child Soldiers campaign was created to spark discussion and get people talking. Here’s what some folks are saying so far:
[...] some controversy - and it worked. On Monday, they delivered their latest multi-media campaign, Help Child Soldiers. Like “Camp Okutta” it is intentionally deceptive, and designed to get your [...]