Video-led campaign re-defines impact of war on children

What we did

  • Strategy

    Campaign Strategy, Proposition and Messaging, Media Planning

  • Creative

    Approach and Concept Development

  • Production

    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.

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2M

Video Views

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5M

Online Reach

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9

International Awards

Child robot with human mother from War Child's #EscapeRobot campaign
Child robot in a school playground from War Child's #EscapeRobot campaign

We started with insight

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.

News clippings and headlines from War Child's #EscapeRobot campaign

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.

Positive social media comments from War Child's #EscapeRobot campaign

Raw London avoided clichés to produce a different kind of campaign that would change perceptions and challenge conversations.

Head of Digital – War Child UK
  • The Drum Social Purpose Awards

    Best Video Campaign

    Gold

    2018

  • The Drum Major Players

    Major Social Media Campaign

    Gold

    2018

  • The Drum Content Awards

    Best Creative Content Idea Using Video

    Gold

    2018

  • EVCOM Industry Awards

    Most Effective Use of Video Content in Digital Campaigns

    Gold

    2018

  • The European Lovie Awards (People's Choice)

    Short Form Video – Branded Entertainment

    Gold

    2018

  • EVCOM Industry Awards

    EVCOM Industry Award for Excellence in Charity or Not-for-Profit

    Gold

    2018

  • Cannes Corporate Media & TV Awards

    Fundraising, CSR and not for profit

    Gold

    2018

  • The Drum Content Awards

    Best Not-for-Profit/Charity Content Marketing Strategy/Campaign

    Gold

    2018

  • Content Marketing Awards

    Best Branded Content Campaign

    Gold

    2018

  • The European Lovie Awards

    Short Form Video – Branded Entertainment

    Silver

    2018

  • The Drum Social Purpose Awards

    Best Content Marketing Campaign

    Nominated

    2018