Save the Children launches global education drive for child war victims

Save the Children, one of the UK’s biggest charities, is launching a major global campaign to provide education for the 8 million children affected by war.

The Rewrite the Future campaign will break this week (September 12), across print, direct marketing and online across 40 countries. The charity will also send out mailshots to existing supporters and aims to attract further support with door-drops to 2 million homes, magazines inserts, online activity and a direct-response television spot.

The creative work has been developed by Save the Children’s in-house team, who have worked with Ogilvy & Mather on the strategy. Proximity handled the DM work.

The charity has secured support for the campaign from celebrities including Nobel Prize winner Desmond Tutu, actresses Susan Sarandon and Eva Longoria and singer Katie Melua.

Save the Children says that education is “a basic human right for every child”, whatever their circumstances. It adds: “Each day millions of children are denied this right because they live in countries in the midst of, or emerging from, conflict. Schools provide children with a safe place to be, equip them with skills to look after themselves and provide them with better prospects for the future.”

Earlier this summer, the charity launched a campaign to raise awareness of the lack of healthcare for children in Africa. It attached worn flip-flops to lampposts, trees and gates with the message, “Imagine walking 30 miles to the doctor with a vomiting child”. The ambient campaign was created by Proximity London.


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