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War Child Canada conducts online campaign

War Child Canada, a non-profit organization that works to support children affected by warfare, has begun a new online awareness campaign called "Jam." The initiative, developed by John St. of Toronto includes an online video along with website materials, posters, print ads and social media activities. The video depicts the aftermath of violence in terms of childhood objects such as crayons replacing bullets and bubbles replacing shrapnel. The creative encourages viewers to consider the ways in which their own childhoods shaped their adult lives. "We've been working with War Child for almost ten years," said Stephen Jurisic, co-creative director at John St. "Our goal has been largely to raise awareness and raise funds with campaigns like Camp Okutta and Help Child Soldiers. But this time, the broader objective was to define War Child's mission. The campaign idea, 'Where childhood thrives, war does not,' achieves that in a really powerful and hopeful way."

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