“Download The War Out Of A Child” has been developed as a campaign to activate T-Mobile clients to make donations for this charity. T-Mobile wanted to celebrate the 10th anniversary of its sponsorship of War Child, the charitable foundation dedicated to help children in post-war communities all over the world. T-Mobile decided to focus on War Child’s actual work, rather than explaining the reason for its partnership. Therefore, T-Mobile clients were enabled to actually do what War Child does in its work, i.e. to take the war out of a child. Every donation made online or via a mobile phone would take cruel war memories out of an iconic child’s head, replacing it with nice memories.

Deel #Roze [Share #Pink] was a small-scale yet sympathetic promotional campaign.

We posted 5 social media posts on T-Mobile's Facebook page as an announcement.

People could upload their picture to the mobile-first website, use the digital pink filter and share their pink pictures online with #roze. That way they could convey their event experience and transfer our shared belief.

During the Canal Parade, we distributed a total of 10,000 flyers each containing 4 adhesive smartphone filters. People could attach them to their phone cameras, for an opportunity to take part in the campaign in a ‘hands-on’ way.

In four days an estimated 50000 people passed by the campaign statue and the promo teams. More than two million T-Mobile clients were e-mailed with the Download The War Out Of A Child campaign, underlining the close partnership between T-Mobile and War Child and confronting them with War Child's work. In parallel, the opening ceremony of the campaign at the statue in The Hague created national press coverage in print and online. As such, the campaign has focused attention on War Child's good work, raised awareness for T-Mobile’s supporting partnership with 36% and most importantly, raised extra money: 42,000 euros in just one week (2014 overall generated 100,000 euro’s in total) .