Approach and Concept Development
250 million children live in countries affected by conflict, with tens of thousands recruited into armed forces and groups. According to the United Nations, some children are as young as eight years old. Yet only 2.5% of the UK government’s humanitarian spending goes on ending violence against children.
We worked with World Vision to open their audience’s eyes to the reality of violence against children. The campaign resulted in 5,000 petition signatures, calling on the UK DfiD to increase the proportion of humanitarian aid spend on ending violence against children in emergencies.
The result is a bold and arresting visual narrative that appeals particularly to the Millennial generation who are more likely to drive petition numbers and support World Vision in the long term.
Age of Innocence was used for launch and as the lead collateral for Red Hand Day. With a total investment of just £1200 for Facebook, it reached over 441k people, and had 233 shares, 170k video views and 500k impressions. On Twitter, with a budget of £700, the video had 252,000 impressions and 30,000 video views. Most importantly, the campaign drove 5,000 signatures within the first week.
Raw London created a truly brave and unusual animation to head up our campaign. The unique result really speaks to our objective of engaging people to action.