Right now, there are an estimated 300,000 children around the world who have been forced to take up weapons - many as young as 6 years old.   Since 1998, War Child Canada has been working to educate and mobilize Canadians on this issue. War Child is known for to creating innovative and unconventional outreach strategies, often using the media, music, and entertainment industries. For example, everyone from Radiohead to Luciano Pavarotti has backed them up - literally - on albums and concerts to raise funds.    
Last year, War Child Canada ran a provocative campaign describing a fictional "Camp Okutta" for training little suburban Canadian tykes to be child soldiers. It was a take-no-prisoners approach to marketing a social cause that caused some controversy - and it worked. On Monday, they delivered their latest multi-media campaign, Help Child Soldiers. Like "Camp Okutta" it is intentionally deceptive, and designed to get your attention.   What's really interesting to us is the way War Child Canada used social media and the internet. This is a great example of a non-profit organisation that is smart and saavy about using the net. So what can you learn from them? In the midst of their campaign launch, War Child Canada's Director of Marketing James Topham was kind enough to take time out and share some insights with us. (More...)