Campaign Strategy, Proposition and Messaging, Media Planning
Approach and Concept Development
Hero Film, Social Content
War can have a huge impact on children – even long after the fighting stops. The trauma can affect their ability make friends, do well in school or even communicate with their parents. All of this can have a profound and long-lasting impact on the rest of their lives.
So, we partnered with War Child UK to fight for better mental health support for every child affected by war.
Video Views
Online Reach
International Awards
We knew the creative concept had to be something audiences hadn’t seen before. However, above all, the idea had to be founded on insight.
Working closely with a child psychologist, we learned that post-war children often build a ‘layer of armour’ around their emotions, which can disconnect them from the outside world. This ‘armour’ shuts down their feelings, and makes it difficult for them to process their trauma. And so the robot was born.
Since then, #EscapeRobot has captured the nation’s heart. The campaign reached 5 million people on social media alone, and the video views doubled the success of War Child’s previous campaign. The robot even gave the campaign legs beyond social media – picking up press attention and PR opportunities at schools, on stage and even on the catwalk.
Most importantly, as a direct result of the campaign, the UK Government directly funded an 18-month mental health programme in the Central African Republic.
Best Video Campaign
2018
Major Social Media Campaign
2018
Best Creative Content Idea Using Video
2018
Most Effective Use of Video Content in Digital Campaigns
2018
Short Form Video – Branded Entertainment
2018
EVCOM Industry Award for Excellence in Charity or Not-for-Profit
2018
Fundraising, CSR and not for profit
2018
Best Not-for-Profit/Charity Content Marketing Strategy/Campaign
2018
Best Branded Content Campaign
2018
Short Form Video – Branded Entertainment
2018
Best Content Marketing Campaign
2018
