The document proposes a campaign for War Child that involves lighting up children-shaped monuments across Dutch cities. Donations from people who become "War Child friends" will light up the monuments, giving hope and commemorating acts of war. The monuments will be placed near significant war sites. People can donate on a website to choose which monument lights up, with larger donations affecting more lights. At the end, all lit monuments will be brought to Amsterdam to remember how friendship can help children affected by war.

2. Rationale
• Children shaped monuments that will be lit up by donations made from people
who wants to become a War Child friend. Here we can recognize 3 important
insights that will connect our campaign with the brand and the message to
communicate:
• Light: Communicating victory over darkness, gives hope, In our campaign this
will be the social trigger since the monuments will bright if there are enough
people donating.
• Power by friendship: That light up the monuments, helping also on a realistic
way children in zones affected by war.
• Monuments: To connect our concept with the conmmemoratives dates of 4 - 5
May, Since monuments are used as a way to conmmemorate and remember, the
monuments will be placed near places where representative acts of war
happened, meaning also the birth of new life. A monument to remember the
power of friendship

3. Campaign
• Campaign developed towards gathering donations and friends for War child.
• The basic idea of the campaign is to gather friends and donations for War
child, to reach this goal we will attach the donation to something people can
see an outcome to his/her action, Hence we decide to attach our campaign
to monuments; the monuments will be made from children’s shapes that
represents children playing freely enjoying themselves and having fun, just
like a childhood is meant to be.
• For means of offering customization the monuments will be placed
strategically in cities and towns where the WWII took place, and near places
that people recognize where important war acts took effect connecting to
the commemorative dates of 4 -5 May.

4. The monument
• People who get near the monument will be able to read an approach in
which will be explained how the campaign works and how they can get
involve.
• The lighting monuments are bound to draw bypassers attention giving its
color and partial lighting.
• The donation is getting an instant reward even though is not the final goal of
the donation, it gives instant satisfaction to people getting involved.

6. Web page strategy
• There will be two ways to reach our campaign website, From the physically
monument and from links within social networks spreaded by our allies
(people already friend of war child)
• People will sign up on a basic webform where it will be asked just their
name, email ant the amount of money the are willing to donate, after people
have donated they will be redirected to a webpage specially developed for
the campaign.
• The donation will be customizable in different aspects, first the more money
is donated the more is going to influence the light given to a certain
monument, people get to choose which monument on which city they
want their light share to go.or let the system decide. and as a final step they
can include their action on Facebook,Twitter, Hyves.

7. • Asking just name and email adress to sign up to gather as
much people as possible and minimazing the barriers into
given more detailed information.

8. • map of the netherlands showing where the
monuments are, also giving the possibility

9. Reaching Awarness aka virality
• Raising awareness for this 2 days is crucial for our campaign since is the day
where everyone in the Netherlands will be posting updating and talking about
the conmmemoration of 4-5 May. We will use our database to reach those who
are already supporting us, in this case to become our advocates spreading the
message ( since they make part of the plan they will be treated as an strategic
key and a functional part of our campaign)
• Virality will be reached in two ways.
• Organic form: Since the monuments will be light up the will trigger interest and
people will get near them to get more information what it is about, During the
day we will resort to a dark background to counter fight the daylight and still
get our monument to pop up.
• Social networks: First from our allies and during the campaign by post and
twitter updates generated from new donators or better friends of war child.

10. • Special log in webpage for our allies (People already friend of war child)
• Extra donations will be accepted but War child friends can help us illuminate the
first colorful monuments without donating but spreading the word.

11. Finishing up the campaign
• At the end of the campaign all of the monuments will be brought to
Amsterdam since it’s the most internationally widely known city of the
Netherlands and it will be lighting up the whole day and night,
remembering to everybody how the power of friendship can light up
the dreams of children involve in war.

12. Ideas that will maxime
the experience.
• After a monument is totally lit up, there will be a series of
testimonial videos released by the monument, this videos will
feature children giving short testimonies thanking for
people’s donations. (Resorting to videos already in the War
Child’s database)
• Live view of the monuments being light up from within the
campaign website.
• Depeding of the monument chosen, this will show its
geolocation in the post giving more detailed information.

13. • Thanks!
• Fabio Andrés Gómez