War Child sends up startup culture with online campaign

What if you could remotely sing a child in a war-affected country to sleep, or reach out and virtually hug them? That’s the idea behind War Child Canada‘s “The Motherhood Campaign” a new initiative that gives Canadian mothers the opportunity to feed, comfort and care for children in warzones – all with just a few […]

What if you could remotely sing a child in a war-affected country to sleep, or reach out and virtually hug them? That’s the idea behind War Child Canada‘s “The Motherhood Campaign” a new initiative that gives Canadian mothers the opportunity to feed, comfort and care for children in warzones – all with just a few simple clicks online.

The campaign, which promotes the fictional NGO “Surrogaid,” centres on a video that spoofs startup and kickstarter culture by depicting a group of engineers who have designed a way for mothers to remotely hug, comfort and feed children in war-torn regions via robotic arms.

Visitors to Surrogaid.org can click through three demos; prepare a casserole, hug a child and lull a child to sleep. But when they actually attempt to connect to a live child in a war-torn region, they receive the campaign’s payoff: “You can’t donate motherhood. But you can donate money”

Developed by John St. (War Child’s creative agency of record for the past 11 years), the campaign was timed to coincide with Mothers Day, and includes television, radio, out-of-home, online ads and social media promotion.

Stephen Jurisic, executive creative director at John St., said the goal of the campaign is to simply start a conversation about what motherhood means and to encourage War Child donations.

“It’s about talking to moms about motherhood and how important it is to these people in those countries. It’s not another ‘flies in the eyes make you feel bad’ kind of charity position. I think the people that would gravitate to it are the people who are aware and progressive.”

John St. created the “Surrogaid” logo, name and design, and worked in collaboration with digital design and development agency Jam3 on the website and video.
The video began airing on Surrogaid.org and on YouTube Wednesday, and next week wild postings inspired by tech magazines such as Wired will be rolled out. The posters – “Hug a child in Uganda, from halfway around the world,” “Spoon-feed a child in Sudan with just a few simple clicks,” and “Rock a cradle in Afghanistan, from the comfort of your couch” – all drive potential donors to the website.

The “Motherhood Campaign from War Child” will run for four weeks.

Founded in 1999, War Child is an internationally recognized charity that works with war-affected communities to help children through access to education, opportunity and justice.

Brands Articles

Saputo sells its bakery division to Canada Bread for $120 million

Deal in line with company's plans to become more competitive in new food categories

Why employee engagement needs to top the CMO’s agenda in 2015

And, how it will enhance competitiveness/profitability

Canada’s Hottest Ads: A very foodie November

...with a light dusting of holiday cheer

McDonald’s marketing misery

Markus Giesler on the chain's identity crisis and why it's becoming increasingly irrelevant

BlackBerry harkens back to “CrackBerry” heyday

Waterloo, Ont.-based company introduces new smartphone model with familiar features

Hudson’s Bay hires new CEO

Former Toys R Us chairman and CEO takes the reins, Richard Baker remains chairman

Country Style chooses Tag Franchise for rebrand

New branding expected to roll out next year

MasterCard’s ‘priceless’ holiday giveaway

The brand had a big surprise for Calgary charities