War Child UK is using popular warfare video game Call of Duty to draw attention to the millions of children’s live that are destroyed because of conflict around the world. The charity raises awareness and funds to provide assistance to children that have been, or are currently being, affected by war conflict.

The charity has brought much-needed attention to a terrifying global crisis, with similar organizations sprouting up around the world over the last two decades since their founding in 1993. They have not shied away from powerful messages and their latest Call of Duty-inspired commercial is in-your-face powerful, not to mention that it’s incredibly well done. You can learn more about their mission here. And for whatever reason, at the time of this posting, it has received only 90,000 views in one week.

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[War Child UK]