The consequence of war on childhood is profoundly damaging. War disrupts children’s ability to attend school, build social ties with their peers and healthy relationships with their parents. But these invisible wounds are going unaddressed for more than 250 million children living in countries affected by conflict.
War Child UK, the charity for children affected by conflict, wanted to break new ground and change the conversation around the mental health and wellbeing of children affected by war. They wanted a thought-provoking video-led campaign to coincide with the release of their new report, Reclaiming Dreams, which shows the scale of mental health and psychosocial support urgently needed to help children recover.
The video sat as the centrepiece of a public-facing campaign designed to get the UK government to increase funding to MHPSS support. With a modest budget, the film reached more than 2 million people, engaged multiple high profile influencers and, most importantly, had a lasting impact in connecting vital decision-makers with the issue.
The film was chosen as a Finalist for Best Branded Content Campaign at the Content Marketing Awards 2018. It’s now a Finalist at Cannes Corporate Media & TV Awards 2018 and The Lovie Awards 2018. It’s also up for 2 awards at EVCOM Industry Awards 2018, with results due to be announced later this year.
“Raw London avoided clichés to produce a different kind of charity film that would change perceptions and challenge conversations.”