Duty Of Care - WarChild Campaign

Ideologies
- Children are extremely vulnerable, much more so than adults.
- War affects children in more ways than just physical harm. They are emotionally traumatised by the things they see.
- Children just want to be with their parents.
- Children are not equipped to deal with the events
- We should be doing more to help
- These events are happening all over the world

Visual/Narrative Techniques
- Video game styling
- Level select showing all the places war could be happening
- Character select shows the vulnerability of young girl.
- Shows the father telling his daughter to hide, unknowing if either of them will survive
- No voiceover, there are some subtitles at the end
- Very small amount of speech, all not in English which creates confusion for the audience, although there are some subtitles to translate the foreign speech. These subtitles come up as if part of the game.
- Shot of father being killed is covered by hands
- Vision becomes blurry/shaky as the girls trauma levels reach the highest. She eventually collapses as if the game has ended.
- The camera moves from POV to a close midshot of the girl on the floor, much like the death screen in a video game.

Advertising Techniques
- Connects directly with the audience as they can only see what the girl sees, completely forced into seeing the events from the perspective of the child.
- Statistics at the end
- Music slows and becomes piano based at the end.
- Shock tactics as the scenes are violent and unexpected. The audience are just thrown straight in with no warning.

What does/doesn't work.
- The shock tactics are very apparent, because the audience are forced to watch the events through her eyes, there is no detachment until the very end when the girl is presumed to be dying. We are connected to her throughout.
- There could be some voiceover at the end, or more information about the actual charity as the bulk of the advert is the action sequence which is fine but there should be a better balance.