Hasta La Motion!

Moms will sacrifice anything for their kids. But in war-torn areas of the world, they sacrifice everything: forced by war to give up their homes, their basic rights, and their ability to protect their children. Launching just in time for Mother’s Day, a new campaign from War Child aims to raise funds to support these mothers living in conflict. The work, developed in partnership with john st., takes a unique approach: asking mothers to make a Mother’s Day Sacrifice — giving up their usual gift in exchange for a donation to War Child. The War Child Mothers Day Sacrifice campaign drives to War Child’s website, www.MothersDaySacrifice.ca, where mom is encouraged to send an e-card to her family and let them know that she would prefer to be gifted a donation to War Child instead.

“Mother’s Day is a huge time of year for gifting,” says James Topham, Director of Communications of War Child. “But as many moms will tell you, the gifts they get are usually pretty uninspired – scented soaps, chocolates, kitchen stuff. So we’re asking moms to let their families know not to go that route this year, and that the best gift would be a gift that helps other mothers in conflict areas around the world. Even a donation of $20 goes a long way.”

“With headlines like ‘This Mother’s Day, a scented candle would just smell like you’ve done the wrong thing’, these cards are a cheeky way for Mom to be very direct about what she wants for Mother’s Day,” says Topham.

“The idea is based on the insight that moms already make tons of sacrifices every day,” says Melissa Tobenstein, Account Team Leader at john st. “They sacrifice their time, their homes, their sex lives – so what’s one more sacrifice, especially for such a good cause?”

“It’s all about moms helping moms. And moms around the world, regardless of their personal circumstances, understand sacrifice,” adds Topham. “I think most moms would gladly give up a physical gift, especially if it’s something like a dustbuster, for a donation that helps another mother caught up in war.”

Supporting mothers is vital to War Child’s mission to protect childhood in war-afflicted communities. In these communities, a child born to a mother who can read is 50% more likely to survive past age five. And in sub‐Saharan Africa, an estimated 1.8 million children’s lives could have been saved in 2008 if their mothers had at least secondary education – a 41% reduction in the death rate.

War Child Mothers Day Sacrifice Credits

The Mothers Day Sacrifice campaign was developed at john st., Toronto, by executive creative directors Angus Tucker and Stephen Jurisic, creative director Niall Kelly, art directors Hannah Smit, Amy O’Neill, copywriters Jessica Schnurr, Tracey Wan, agency producer Neal Owusu, web team Sasha Abrams, Joshua Richards, Alex Theroux, account team lead Melissa Tobenstein, account executive Angelica Bennett.

Filming was shot by director Michael Clowater via Radke Film Group. Post production was done at Saints Editorial. Audio post production was done at Grayson Matthews.