Context
Across the globe, more than 50 million children are affected by armed conflict. Helping these children is seen as the hardest challenge, yet they have the most to gain. Education can help them rewrite the future.

"Rewrite the Future" is an integrated campaign for the Save the Children Alliance to support this global challenge.

The Problem
Save the Children is competing in the increasingly cluttered not-for-profit sector. It's hard to achieve any cut through when so many charities are vying for a diminishing pool of donors.

The Solution
We created banners using a series of real drawings made by school children within war zones. We brought them to life using simple animation, around the theme of "What I did this summer". Watching their teacher be killed or their school get bombed isn't what most kids do here, but it's happening right now all over the world.

The banners invite people to a microsite that also dramatises real stories and drawings from children in the affected countries with a view to signing people up as committed givers. We also used sponsored listings in search engines, as well as behavioral targeting to re-message users who have arrived at either the main SCUK site or the Rewrite the Future microsite and hadn't already donated.

This was supported by door drops and press inserts that we actually shot through with bullets.

Lots of people asked for more copies of the exercise book, including a man who wanted to give them out at work. The web site received over 58,000 click throughs and 8% clicked the donate button.