Kill Them With Kindness, Says War Child’s Fantastical New PSA

Conflict resolution from John St.

If bullets were crayons, grenades blew bubbles and land mines exploded into picture books, kids in war-afflicted areas would be doing a lot better. Pollyanna-ish as that may sound, this PSA for War Child Canada uses arrestingly sunny twist endings to heart-wrenching war-zone setups to efficiently illustrate the charity's mission—helping end armed conflict and creating long-term stability by protecting and educating children. The cause is indisputably worthwhile. Is the ad, from John St., too fantastical to be really compelling? Or does it play with your expectations enough to stick in your head and move you to act?

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@GabrielBeltrone Gabriel Beltrone is a frequent contributor to Adweek.