Raw London picks up Finalist award for Best Branded Content Campaign

Child robot with human mother from War Child's #EscapeRobot campaign

Raw London and War Child UK picked up the Finalist award for Best Branded Content Campaign last night at the global Content Marketing Institute’s CMA awards in New York.

The category recognises ‘the best short-term story-driven campaign to accomplish a particular marketing objective’ and is the only non-profit to be recognised in the category. You can see the full list of winners here.
The campaign, #EscapeRobot, challenges the conversation around the mental health and wellbeing of children affected by war. It follows a small robot struggling to fit into everyday life; failing to bond with its mother, being withdrawn and struggling to make friends at school, having problems with studying and suffering from flashbacks of traumatic memories in a war zone. The story concludes as a button on the robot’s suit is pushed, causing the metal armour to fall away and revealing a child inside.
It coincides with the release of War Child’s new report, Reclaiming Dreams, which shows the scale of mental health and psychosocial support urgently needed to help children recover.
#EscapeRobot was recently nominated for in 2 categories at the EVCOM Industry Awards 2018, including Most Effective Use of Video Content in Digital Campaigns and EVCOM Industry Award for Excellence in Charity or Not-for-Profit. Winners are due to be announced in November 2018. It has also been entered into Cannes Corporate Media & TV Awards, Third Sector Awards and the Lovie Awards which are due to be announced later this year.

More about the Content Marketing Awards

The Content Marketing Awards are presented and owned by the Content Marketing Institute to recognise and award the best content marketing projects, agencies and marketers in the industry each year. The 2018 Content Marketing Awards include 92 categories recognising all aspects of content marketing, from strategy to distribution, from design to editorial. The Content Marketing Awards is the largest international content marketing awards program.

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