War Child USA launches new $249 campaign on Universal Children’s Day via Publicis, New York

Internationally acclaimed humanitarian organisation, War Child USA, has launched its first campaign in the US via Publicis New York.

The campaign, titled $249, raises awareness about global spending on war, which amounts to approximately $249 per person, per year for every man, woman and child on earth*. The campaign encourages people to offset this spending on war by investing in peace together with War Child USA.

The executive creative director on the campaign is Aussie expat Adrian Flores.

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The $249 campaign launched with an animated film, narrated by Stranger Things star, Caleb McLaughlin, featuring Radiohead’s hit single ‘No Surprises’ from their album OK Computer.

Says McLaughlin: “I was lucky to have a safe and happy childhood, and I believe that every kid deserves the same. When I heard about the work that War Child is doing to support kids in war zones, I was happy to lend my voice to their $249 Campaign. Investing in peace makes much more sense to me than investing in war.”

The concept for the $249 campaign came from War Child USA founder, Dr. Samantha Nutt’s TED Talk on the deadly impact of small arms, which has garnered over one million views.

Says Nutt: “War is ours as human beings. We buy it, sell it, spread it and wage it. We are therefore not powerless to stop it. On the contrary, we are the only ones who can.”

Celebrities Justin Long, Zosia Mamet, Evan Jonigkeit, Pearl Jam’s Matt Cameron, Kelly Bensimon and others have also lent their support to this timely campaign.

Along with the campaign launch, Publicis New York has also developed War Child USA’s new website, which can be accessed here. The campaign animation was graciously donated by animation studio, The Mill.

Says Andy Bird, chief creative officer, Publicis New York: “War Child is one of those rare opportunities where we can use powerful creative for both powerful, and meaningful, change. War is ugly. War is violent and raw, and not a place for anyone. Especially not for our children. We hope this body of work will make people look at the real cost of war, in a new and personal way. Let’s start investing in peace.”

Client:  War Child

Audio Mixer: David Wolfe