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 campaign doubled the success of their previous campaign from 2017, receiving almost 2 million views in just 3 months. 47 influencers shared the campaign (17 above target), and it gained 18 pieces of coverage across trade and consumer press. Most importantly, it had a lasting impact in connecting vital decision-makers with the issue, and played a key part in influencing the UK Government to directly fund an 18-month War Child programme on mental health and psychosocial support in the Central African Republic.
The film went on to win 9 international awards, including Gold at Cannes Corporate Media & TV Awards 2018, The Drum Content Awards 2018 and People’s Choice at The European Lovie Awards 2018. It also won the Award for Excellence in Charity or Not-for-Profit at EVCOM Industry Awards 2018, as well as the Most Effective Use of Video Content in Digital Campaigns.
“Raw London avoided clichés to produce a different kind of charity film that would change perceptions and challenge conversations.”