Rationale• Children shaped monuments that will be lit up by donations

made from people who wants to become a War Child friend.  Here we can recognize 3 important insights that will connect our campaign with the brand and the message to communicate:

• Light: Communicating victory over darkness, gives hope, In our campaign this will be the social trigger since the monuments will bright if there are enough people donating.

• Power by friendship: That light up the monuments, helping also on a realistic way children in zones affected by war.

• Monuments: To connect our concept with the conmmemoratives dates of 4 - 5 May, Since monuments are used as a way to conmmemorate and remember, the monuments will be placed near places where representative acts of war happened, meaning also the birth of new life. A monument to remember the power of friendship

Campaign• Campaign developed towards gathering donations and friends

for War child.

• The basic idea of the campaign is to gather friends and donations for War child, to reach this goal we will attach the donation to something people can see an outcome to his/her action, Hence we decide to attach our campaign to monuments; the monuments will be made from children’s shapes that represents children playing freely enjoying themselves and having fun, just like a childhood is meant to be.  

• For means of offering customization the monuments will be placed strategically in cities and towns where the WWII took place, and near places that people recognize where important war acts took effect connecting to the commemorative dates of 4 -5 May.

The monument• People who get near the monument will be able to read an

approach in which will be explained how the campaign works and how they can get involve.

• The lighting monuments are bound to  draw bypassers attention giving its color and partial lighting.

• The donation is getting an instant reward even though is not the final goal of the donation, it gives instant satisfaction to people getting involved.

Web page strategy• There will be two ways to reach our campaign website, From the

physically monument and from links within social networks spreaded by our allies (people already friend of war child)

• People will sign up on a basic webform where it will be asked just their name, email ant the amount of money the are willing to donate, after people have donated they will be redirected to a webpage specially developed for the campaign.

• The donation will be customizable in different aspects, first the more money is donated the more is going to influence the light given to a certain monument, people get  to choose which monument  on which city they want their light share to go.or let the system decide. and as a final step they can include their action on Facebook,Twitter, Hyves.

• Asking just name and email adress to sign up to gather as much people as possible and minimazing the barriers into given more detailed information.

•map of the netherlands showing where the monuments are, also giving the possibility

Reaching Awarness aka virality• Raising awareness for this 2 days is crucial for our campaign

since is the day where everyone in the Netherlands will be posting updating and talking about the conmmemoration of 4-5 May. We will use our database to reach those who are already supporting us, in this case to become our advocates spreading the message ( since they make part of the plan they will be treated as an strategic key and a functional part of our campaign)

• Virality will be reached in two ways.

• Organic form: Since the monuments will be light up the will trigger interest and people will get near them to get more information what it is about, During the day we will resort to a dark background to counter fight the daylight and still get our monument to pop up.

• Social networks: First from our allies and during the campaign by post and twitter updates generated from new donators or better friends of war child.

• Special log in webpage for our allies (People already friend of war child)

• Extra donations will be accepted but War child friends can help us illuminate the first colorful monuments without donating but spreading the word.

Finishing up the campaign • At the end of the campaign all of the monuments will be brought to

Amsterdam since it’s the most internationally widely known city of the Netherlands and it will be lighting up the whole day and night, remembering to everybody how the power of friendship can light up the dreams of children involve in war.

Ideas that will maxime the experience.• After a monument is totally lit up, there will be a

series of testimonial videos released by the monument, this videos will feature children giving short testimonies thanking for people’s donations. (Resorting to videos already in the War Child’s database)

• Live view of the monuments being light up from within the campaign website.

• Depeding of the monument chosen, this will show its geolocation in the post giving more detailed information.

•Thanks!

•Fabio Andrés Gómez