Cartoon Chaos

In addition to raising funds, which in this case will go toward rehabilitation programs for former child soldiers in Burundi, the multichannel campaign aims to “inform and sensitize the Belgian public to the situation of children in war zones and countries affected by armed conflict,” Henon says.

Other components include print and electronic messaging, more fundraising via mail and on the UNICEF Belgium Web site, an advocacy campaign, and “a pedagogic campaign in schools around the theme, but with a different visual — not the Smurfs,” he says.