Creativity

Could You Mother A Child Remotely?

Mother's Day Campaign Invents Fictional NGO, Surrogaid

Published on May 08, 2014

Editor's Pick

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."

Rate this Ad

You must be registered to rate this ad.
Please Login or Register Now

About

Credits

Date
May 08, 2014
Agency:
John St.
Client:
War Child Canada
Digital Production Company:
Jam3
Production Company:
OPC
Director:
Jono Hunter

Tags

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.