War Child Canada has just launched a campaign to raise awareness of the need to protect the childhood of millions of children living in war-affected communities.
The not-for-profit issued a press release today with the following explanation:
“If childhood is taken away and replaced with the brutality of war, the chances of a society becoming trapped in a cycle of violence and poverty are greatly increased. War Child’s intention is to restore the opportunities for emotional, intellectual and social development that a stable childhood brings and thereby breaks that cycle,” said War Child’s COO, Dr. Lorna Read. “Through this campaign, we are aiming to focus public attention on a way forward for children and communities affected by war and start a conversation around the importance of childhood in fostering peace. We believe that childhood is one of the most precious of resources, and we have a responsibility to protect it, rescue it, and restore it.”
Online, a video PSA directed by Henry Lu uses children’s playthings as a metaphor for how happier childhoods can prevent the situations that lead to children becoming soldiers and terrorists. Toronto’s john st. created the campaign pro-bono, with travel courtesy a donation of one million Aeroplan Miles from Aeroplan’s Beyond Miles Program.
[video after the break]
I find the video execution rather esoteric, and even a little confusing on first watch, but its heart is in the right place. Hopefully, it will be effective in getting public attention for the cause.
Thanks to my colleague Kim for the tip.
War Child Canada
Globe and Mail