Saturday, December 16, 2017
You are here:

The Best Work You May Never See: Toronto Agency john st. Makes "Sacrifice" For War Child


Robert Goldrich
Monday, Apr. 25, 2016


Log in or register now!

Michael Clowater of Radke Films directed this online film entitled Sacrifice for War Child out of Toronto agency john st. War Child is an international charity working with mothers and children all over the world to reduce the effects of poverty, provide an education and to defend and promote child rights.
The short is part of a campaign based on the premise that moms will sacrifice anything for their kids. In war-torn areas of the world, they sacrifice everything: forced by war to give up their homes, their basic rights, and their ability to protect their children. Launching just in time for Mother’s Day, the campaign conceived by john st. aims to raise funds to support these mothers living in conflict. The work asks mothers to make a “Mother’s Day Sacrifice”—giving up their usual gift in exchange for a donation to War Child.

“The idea is based on the insight that moms already make tons of sacrifices every day,” said Melissa Tobenstein, account team leader at john st. “They sacrifice their time, their homes, their sex lives – so what’s one more sacrifice, especially for such a good cause?”
“It’s all about moms helping moms. And moms around the world, regardless of their personal circumstances, understand sacrifice,” added James Topham, War Child’s director of communications of War Child. “I think most moms would gladly give up a physical gift, especially if it’s something like a dustbuster, for a donation that helps another mother caught up in war.”
Supporting mothers is vital to War Child’s mission to protect childhood in war-afflicted communities. In these communities, a child born to a mother who can read is 50% more likely to survive past age five. And in sub‐Saharan Africa, an estimated 1.8 million children’s lives could have been saved in 2008 if their mothers had at least secondary education--a 41% reduction in the death rate.


Client War Child Agency john st. Angus Tucker, Stephen Jurisic, executive creative directors; Niall Kelly, creative director; Hannah Smit, Amy Neill, art directors; Jessica Schnurr, Tracey Wan, copywriters; Neal Owusu, producer; Sasha Abrams, Joshua Richards, Alex Theroux, web team. Production Radke Films Michael Clowater, director. Postproduction Saints  Audio Grayson Matthews

Category of ScreenWork: 
Media Type: 


<iframe width="560" height="349" src="" frameborder="0" allowfullscreen></iframe>


<iframe width="640" height="390" src="" frameborder="0" allowfullscreen></iframe>


<iframe width="853" height="510" src="" frameborder="0" allowfullscreen></iframe>


<iframe width="1280" height="750" src="" frameborder="0" allowfullscreen></iframe>
Log in or register now!
Log in or register now!

Recent SHOOT News Stories

Saturday, Dec. 16, 2017

The biggest figures and institutions in entertainment have established a...

Saturday, Dec. 16, 2017

Morgan Spurlock's latest documentary will not premiere at the Sundance...

Friday, Dec. 15, 2017

After years of tremors, the earthquake that had long been predicted...

Friday, Dec. 15, 2017

Lively Group , the New York-based creative collective, has hired Rob...

Friday, Dec. 15, 2017

Mob Scene , an entertainment marketing agency for major motion picture...

Friday, Dec. 15, 2017

The Academy of Motion Picture Arts and Sciences has announced that nine...

Recent SPW Releases

Friday, Dec. 15, 2017

Blackmagic Design today announced a worldwide training and certification...

Friday, Dec. 15, 2017

AtSwim Director Alberto Accettulli was tasked with taking his crew to the...

Thursday, Dec. 14, 2017

XTRMX , a leading innovator in remote collaborative video editing and...

Thursday, Dec. 14, 2017

The international crime drama Gomorrah is the latest television production...

Thursday, Dec. 14, 2017

The One Club for Creativity, the world’s foremost non-profit organization...

Wednesday, Dec. 13, 2017

Librarian of Congress Carla Hayden announced the 2017 selections to the...