War Child International protects the development and survival rights of children and young people living with or recovering from the effects of armed conflict. In this poignant new PSA for john st. client War Child Canada, Moxie Pictures demonstrates how the simplicity of a pure, war-free childhood provides a lasting impact. “Jam” features three terrifying situations (machine gun hold-ups, hidden landmines and grenades thrown in public gatherings) in the violent daily lives of youths living in battle-ridden communities all over the world. As each tableau reaches its terrifying, inevitable climax, the situation switches to one of innocence: Following the jarring explosions of these horrific acts, director Henry Lu delivers an unexpected beacon of light, replacing bloodshed with crayons, bubbles and children’s laughter.
// From our friends at Communication Arts