Hill+Knowlton Strategies

I am constantly blown away (no pun intended, and you’ll see why) by the online creativity of non-profits who, for the most part, cannot afford the large-scale ad spends of their corporate counterparts.

This is perhaps one of the better examples of an emerging viral campaign I have seen in a long while: one that combines a highly compelling website built around a fictitous summer camp and outrageous (and not in the funny sense) viral video that puts AK-47’s in the hands of children. The organization behind it: War Child Canada. The campaign: the use/abuse of children as combat soldiers in conflicts around the world.

The humour of the video is grotesquely powerful (particularly being a father of young kids myself). and the site tells a real story that leads directly to the call to action. Kudos to the team behind it.

Update: well, it seems the site has also angered many in the Toronto area where posters also accompanied the campaign (clearly this is bigger than even I anticipated).