“What if you could help mother children in war-affected areas? What if you could virtually reach out and literally provide them the warmth of a mother’s hug?” These questions are the genesis of john st.’s new campaign for War Child, which attempts to dupe viewers into believing they can provide virtual motherhood services at the click of a button. The message they recieve — either tat the end of the campaign video (above) or after attempting to provide these services at the campaign website (where the interactive web experience was designed by Jam 3) — is “You can’t donate motherhood. But you can donate money.”
Arriving (obviously) just in time for Mother’s Day, the campaign attempts to raise money and awareness for War Child Canada, a charity helping children in war torn areas, while motherhood is on people’s minds. The campaign includes broadcast, online, radio, and out-of-home components.
“We wanted to make it seem plausible that you could donate the act of motherhood online”, explains Stephen Jurisic, ECD of john st. advertising. “But of course you can’t. Only real mothers in these war-affected countries can provide their children with that.”
James Topham of War Child Canada adds, “We thought this was a fresh way to remind people just how important mothers are to the healthy development of children – particularly in the context of war. And that the best way to support them is still the easiest – by donating money.” Credits after the jump. Read more