Ahead of Mother's Day in the US and Canada, the non-profit War Child Canada has launched a campaign that seemingly invites women to "mother" children in war-torn countries remotely, via cutting-edge technology. A fictional NGO, Surrogaid.org, is being promoted (via TV, out-of-home and digital marketing) as an online destination where people can go to provide food, comfort and care for children in warzones through a few simple clicks of their mouse. The site invites users to demo Surrogaid's service by remotely rocking a cradle, giving a hug, or feeding a hungry child. But once, users attempt to connect to a live "Surrogaid" abroad, they are met with the message that "You can't donate motherhood. But you can donate money", along with a link to do just that.
John St. created the campaign, while digital design and development agency Jam3 was responsible for building the digital experience. In a statement, Adrian Belina, partner & creative director at Jam3, said: "It's so easy to get caught up in the 'Kickstarter craze' these days. Surrogaid helps to remind us of the simplest truth in our business -- that technology should never let itself get ahead of the story."