Help Child Soldiers

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months): January 2008 – February 2009.
Start of Advertising/Communication Effort: December 2008.
Base Period for Comparison: December 2007 – February 2008.

a) Synopsis of the Case

War Child Canada is a 10 year old charity that works to generate awareness, support and action for children's rights around the world. War Child relies heavily on Canadian donations to help create building and education programs in war-torn countries.

This case will show how the Help Child Soldiers campaign not only shook Canadians out of their philanthropic apathy, but was also compelling enough to convince them to change their behaviour. This was accomplished with only a $500 media budget, in the midst of the worst economic climate in the last 50 years.

b) Summary of Results