Toad brings refugees’ plight to life for War Child UK

One of the reasons there are so many desperate would-be immigrants to the UK causing mayhem in Calais is that certain countries – Afghanistan and parts of sub-Saharan Africa for starters – are unsafe, particularly for children.

Charity War Child UK is running a new video game-style campaign from agency Toad dramatising what it must be like to find yourself in such a terrifying environment.

So some at least of these people are refugees not, pace the Daily Mail and others, slackers desirous of Premier Inn-style ‘luxuries.’

MAA creative scale: 8

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.