---
title: "War Child UK - RAW"
description: "War Child UK - Escape Robot"
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> Index of every page on this site: [llms.txt](https://raw.london/llms.txt)

# #EscapeRobot<br>Hero Campaign

## Impact

2 Million+ Video Views

5 Million Online Reach

9 International Awards

200% Increase in Engagement

We partnered with War Child UK to fight for better mental health support for every child affected by war.

As a direct result, the UK Government directly funded an 18-month mental health programme in the Central African Republic.

## Challenge

War can have a huge impact on children – even long after the fighting stops. The trauma can affect their ability to 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.

## RAW Truth™

### Societal truth

War can have a huge impact on children – even long after the fighting stops.

### Human truth

Post-war children often disconnect by building an emotional ‘layer of armour’.

### Brand truth

War Child UK do things differently - boldy advocating for better representation of children.

### Media truth

To cut-through, creative must grab attention and maximise War Child's own channels.

#EscapeRobot

## Solution

#EscapeRobot is a powerful visual representation of the impact of war on children. The hero film brings to life the everyday impact of war on children, while capturing immediate attention on social media.

## Activation

#EscapeRobot captured the nation’s heart.

He travelled to Parliament to lobby change in the government, visited schools, sat front row at London Fashion Week - and even joined Ed Sheeran on stage at Brits!

5 million also people engaged across social media - including many recognisable names!

## Behind the scenes

- ![Behind the scenes](<https://a2.storyblok.com/f/289672313529140/2880x1398/dca58712eb/cs_warchild_8.jpg/m/2760x1840/smart/filters:quality(85)>)

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

Related case studies

- [![Control](<https://a2.storyblok.com/f/289672313529140/2880x1398/b53db6e964/cs_ndas_hero.jpg/m/1360x766/smart/filters:quality(85)>)

  Hero Campaign<h3>Control</h3>![Control](https://a.storyblok.com/f/289672313529140/249x72/fa3dc66ea5/logo_ndas.svg)](https://raw.london/work/ndas-domestic-abuse-hero-campaign)
- [![Our Mightiest Ally](<https://a2.storyblok.com/f/289672313529140/2880x1398/698b5b9fb8/cs_wdc_image2.jpg/m/1360x766/smart/filters:quality(85)>)

  Hero Campaign<h3>Our Mightiest Ally</h3>![Our Mightiest Ally](https://a.storyblok.com/f/289672313529140/170x64/51607f5741/logo_wdc.svg)](https://raw.london/work/whale-dolphin-conservation-hero-brand-campaign)

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## Sitemap

See the full [sitemap](https://raw.london/sitemap.md) for all pages.