O2 x War Child

Past campaigns focussed principally on the artists performing, with War Child being a silent partner. We wanted to shift this approach as we saw an opportunity for O2 to connect with an audience who show preference for brands that take a stand on issues they care about in a tangible way.

We matched every artist to an individual child who received help from War Child. Each child’s story was told through a suite of assets promoting the gigs and driving donations across O2, artist and paid media channels.

It was important that the connection between artists and children was not forgotten at the gigs, and so we created bespoke posters and merch, and each child’s story was played before the artist came on stage.

It was important that the connection between artists and children was not forgotten at the gigs, and so we created bespoke posters and merch, and each child’s story was played before the artist came on stage.

A unique illustration and animation style allowed us to tell the challenging experiences and stories of each child with sensitivity, whilst providing a consistent visual style that unified the campaign.

Ballot entry donations increased by 15% vs previous years and there was an uplift in both awareness of the O2 and War Child partnership and association between O2 and War Child BRITs week.