War Child Canada begins Surrogaid campaign
War Child Canada has begun a campaign focusing on the value of motherhood in war-affected areas. The campaign, developed by John St. of Toronto, consists of television, radio, out-of-home and online advertising. The creative features a fictional organization called Surrogaid.org that encourages viewers to donate child care activities. It makes use of the tagline, "You can't donate motherhood. But you can donate money." The website was developed by Jam3.
"We wanted to make it seem plausible that you could donate the act of motherhood online," said Stephen Jurisic, executive creative director at John St. "But of course you can't. Only real mothers in these war-affected countries can provide their children with that."