WAR CHILD faces the same challenge as every other charity: how do you make people stop, look and care?

It isn’t that people don’t care. Many simply feel overwhelmed by charity appeals. The images and messages charities use are so familiar that we can recognise the format before we’ve even read the message.

So, instead of showing distress and suffering, we show something completely innocent: a child’s toy that spells out what children are being forced to live with:

GENOCIDE · STARVATION · DISPLACEMENT · PERSECUTION · OPPRESSION

THE WORDS CHILDREN SHOULDN’T HAVE TO LEARN

Just a word. At first, the image looks innocent. Then you read it. And everything changes.

The blocks bring innocence. The words bring horror.

We don't tell people what to think or how to feel. We let them discover the connection for themselves.