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War Child Effort Aims to Protect Childhood Here's some inspiring work from john st. for War Child, an organization that provides the education, opportunity and justice children in areas of conflict need to break the cycle of poverty and violence. The work shows us a few examples of violence which magically transform into moments of childhood bliss. If only the world really was like this, Well, we can only try and that's what this War Child effort does. Alex Bogusky Attacks Soda Brands With Parody Video Since he once worked on the Coke business while at Crispin Porter + Bogusky, one could argue Alex Bogusky is being hypocritical in creating an anti-soft drink video for the Center for Science in the Public Interest. The four minute video, which features Coke-like polar bears, is a litany of facts and figures about how sugar is wreaking havoc on humans. Or, one could argue he's simply providing awareness to the other side of the story; the story told by various cause groups that don't have enough clout to counter the billions spent on messaging by soft drink brands. Belgian School Girls Forced to do Hard Labor Well this would certainly be a surprise. At several Belgian schools, Duval Guillaume pranked the girls into thinking they would be doing something special for the day while the boys headed to class. Well after thinking they'd be doing something fun, the girls were informed they'd be peeling potatoes, washing floors and cleaning toilets. Of course, they hated it. When asked why they were being made to do these tasks, they were told, "Because you are girls." And when the boys wondered where the girls were, they were told, "The girls do girl things and the boys do boy things." First World Problems Are Not Third World Problems Water Is Life, with help from DDB New York, is out with a new PSA that llustrates just how entitled and lame most of us in the first world are as compared to those in the third. And now that we're mentioning the first and the third world, why doesn't anyone ever talk about the second world? Is there one? If so, who lives in it and, for that matter, where is it? Anyway, we like this PSA. Watch it and you'll feel like an idiot the next time you bitch about getting pickles on your burger when you asked for no pickles or when your phone charger cord isn't long enough to reach your bed. JWT Tests, Sun-Maid Spoofed, Fathers Emasculated - Pretty girls (and guys) test new JWT Amsterdam website. - Here's an interesting Sun-Maid spoof. - Tribal DDB created a site for VW to which people can link their Facebook profile and end up with a customized, personalized story. - Yet another commercial that portrays fathers as irresponsible blithering idiot. - Not an ad but worth the 14 minutes you will need to watch this short called Plurality which deals with privacy, surveillance...and time travel. Relationship Violence PSA Created in Honor of Yeardly Love The One Love Foundation, in partnership with the Johns Hopkins School of Nursing and the Michael and Kim Ward Foundation, have launched "Be 1 For Change," a new campaign to combat relationship violence among 16 - 24 year olds. Created by Renegade Communications, the campaign is in honor of Yeardley Love, the University of Virginia Student who was murdered by her boyfriend. Mental Illness No Laughing Matter in This Video A new PSA for the UK Department of Public Health takes a long, hard look at mental illness and really hits home by illustrating just how unfunny it is how how deeply it can affect one's life. In the video, a student stands up and shares with his classmates just what his life is like. The class, initially laughing at the boy's antics, begins to understand what he's all about and what he's trying to survive. Powerful and engaging. Women Trampoline Topless For Male Breast Cancer Cause To call attention to the fact "men get breast cancer too," MCAC and CoppaFeel are out with with a promotional event called The Topless Female Trampolining World Championships. Yes. Seriously. Why should female breast cancer have all the boobie-based fun? OK, it's not a real event but the promotion, the girls and the cause are very real. Nicole Kidman, Willie Mays Discuss Importance of Role Models Nicole Kidman, Gabrielle Union, Julianne Moore, baseball legend Willie Mays and other Hollywood celebrities have lent their voice to a new PSA for Futures Without Violence's Respect Challenge. The PSA calls importance to role models in young people's lives. The Respect Challenge was made possible by AKQA who provided strategic consultation and secured $400,000 in donated online advertising space for the campaign and contest, by Wildfire which volunteered its services to design and implement the Facebook application and by America Online's in-house creative team who offered their services to create online banners and advertising units. UNICEF Pinterest Board Raises Awareness of Third World Needs Calling attention to the plight of children in Third World countries, Weapon 7 has created a Pinterest board for UNICEF that highlights the items the world's poorest children around the world need. The Pinterest board was created using the profile of Ami Musa, a real 13-year-old girl living in Sierra Leone but the focus of the effort is to call attention to children like Ami all over the globe. All of the pins lead to a UNICEF site on which people can make donations towards helping these children. Admirable effort 
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