“Protect, educate and empower children
to rise above adversity using the power of play.”

The brief:
Create a fundraising and awareness campaign to run during the World Cup. Highlight the issue of child soldiers in sub-Saharan countries and the positive effects sport can have.

The challenge: 
Target and engage non-regular/traditional givers. With no budget other than donated outdoor digital space.

The angle: 
Challenging and disruptive headlines that went against the norm for this sector to achieve emotional impact.