Situation:

Raising money for distant war zones is incredibly challenging because the scale and distance of the crisis make it hard for people to truly connect. This phenomenon, known as psychic numbing, often leaves individuals feeling powerless to help.

Insight:

We realized that to inspire action, we needed to move beyond statistics and make the issue deeply personal and impossible to ignore.

Solution:

We created a poignant reimagining of the "Sponsor a Child in Africa" concept, inviting people to sponsor individuals who had already lost their lives in the conflict. Through their real names and true stories, told from beyond the grave, we gave these lost voices a chance to be heard and remembered.

Result:

The campaign touched hearts and minds, earning both donations and recognition, including an Art Directors Club of Canada Award.

Deliverables:
Logo / TV / Web site / Posters / Print / T-shirts