Client: War Child
Project: Children of Syria appeal
Scope: Copywriting, creative direction
Radio is a particular passion of mine. This idea could only work in this medium, letting the listener build up their own mental image of the crisis and gently ease them away from it – putting them at the heart of the call to action, to help a child away from the fighting. Casting was key, and former ITN reporter Andrea Catherwood hit exactly the right tone.