Challenge
• Increase the low level of awareness for WAPA (War Affected People Association) and cut through a very competitive market of associations and NGOs.
• Put the fights against the use of children in armed conflicts back in Top Of Mind and point out a serious sense of emergency.
solution
We have opted for a different approach from what we usually do for this kind of awareness campaign: we wanted to show that the suffering does not end with the war. How? We had a child soldier testify about the physical, psychological and social consequences he faces after the conflict.
This testimonial was then presented as a dictation to the children who had to write down, in front of their parents, this emotional message. A very difficult but useful experience, as what affects children affects parents as well.
