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War Child Canada: Mother’s Day Sacrifice via Toronto's john st

Protecting childhood starts with supporting motherhood. This May, War Child Canada is asking moms to sacrifice their Mother’s Day gift in exchange for a donation, which helps mothers and children living in war zones,

James Topham, Director of Communications at War Child:
Mothers makes sacrifices every day, so it’s fitting to encourage families in North America to respect and honour the mothers in their lives by helping others whose lives have been blighted by war. Our work around the world addresses very sobering issues but we wanted this campaign to have a light-hearted yet meaningful message, while poking fun at the predictable gifts we have both given and received in the past.

Creative Credits:
Ad Agency: john st., Toronto, Canada
Executive Creative Director: Angus Tucker & Stephen Jurisic
Creative Director: Niall Kelly
Director: Hannah Smit, Amy O'Neill

Copywriter: Jessica Schnurr, Tracey Wan
Web team: Sasha Abrams, Joshua Richards, Alex Theroux
Director: Michael Clowater with Radke Films
Post Production: Saints
Audio: Grayson Matthews

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War Child Canada: Mother’s Day Sacrifice via Toronto's john st + Public Awareness