War Child

Our critically acclaimed film ‘Duty of Care’, and innovative campaign ‘Armistice’ create a lasting legacy in gaming.

760K

raised

5M

gamers

22K

signatures

We were approached by War Child to raise awareness and advocacy amongst a younger, more tech savvy audience. Our solution was ‘Duty of Care’, a powerful, thought provoking film that subverted hugely popular games like Call of Duty, followed by ‘Armistice’, a first of its kind cross platform campaign that united gamers around the globe.

760K

raised

5M

gamers

22K

signatures

‘Duty of Care’ gained support on a global scale with influential politicians, decision-makers and celebrities sharing the film and the accompanying petition which reached 22,000 signatures, 200% over their initial KPI.

‘Armistice’ empowers players of conflict games to show their advocacy for War Child’s cause.

Working with over 20 game studios, “Armistice” has been engineered to work in a variety of different ways; from non-violent gameplay to purchasable peaceful activations.

The multichannel campaign was felt throughout the gaming sector, most notably on Steam, XBox, PlayStation and Twitch.

Armistice has raised over $760,000 to date and was honoured at The National Fundraising Awards for the most innovative campaign of 2017. Armistice has become an annual event in the gaming world and expects to reach $1 million in donations in 2019.

Live streaming

Gamers live streamed their participation in the event, creating a huge amount of original, personalised content that drove donations.

In-game activation

Verdun 1914, creators Blackmill decided to honour the 1914 Christmas truce by giving players the option of having a snowball fight amongst the soldiers.

Purchasable activations

Players could purchase and send messages from the battlefield in Verdun 1914 and World Of Tanks enabled purchasable peaceful emblems.

“Armistice has been one of War Child’s best performing campaigns in its 25 year history.”

Elisabeth Little, Head of Corporate Partnerships