On World Children’s Day, September 20th 2025, creative agency Havas Germany and the aid organisation #WeAreAllUkrainians unveiled a striking national fundraising campaign titled Childhood Ends When War Begins. The initiative sheds light on the devastating psychological impact of war on Ukrainian children while calling for donations to fund psychosocial support programs.
At the heart of the campaign is an AI-driven television spot. The short video shows the face of a Ukrainian child rapidly ageing in just a few seconds, a haunting visual metaphor for the accelerated loss of innocence under the trauma of conflict. As the child’s features transform, the sounds of air raid sirens, collapsing buildings, and news broadcasts echo in the background, driving home the reality of life in a war zone.
The creative direction is supported by findings from Berlin’s Charité University Hospital, which has shown that early exposure to severe stress can leave biological markers of accelerated brain ageing and increase vulnerability to neurodegenerative diseases later in life.
“Every day in Ukraine, children are robbed of their carefreeness. They grow up in shelters, under the constant fear of attack,” said Tatjana Kiel, managing director of #WeAreAllUkrainians, which she co-founded in 2022 with Dr. Wladimir Klitschko and Dörte Kruppa. “With this campaign, we want to raise awareness but also provide real tools that help children cope with stress and trauma.”
The funds raised will support three core services:
- A child-focused chatbot that recognises trauma symptoms and guides children through scientifically validated self-regulation techniques.
- A nearly 24/7 crisis chat service (“krisenchat”) staffed by Ukrainian-speaking psychologists, offering confidential support via mobile messaging platforms.
- The expansion of Hope & Healing Centres by Save Ukraine, which provide safe spaces for therapy, creative play, and trauma recovery.
For Eric Schoeffler, Chief Creative Officer of Havas Germany, the campaign’s goal was to create an unforgettable visual. “We wanted an image that captures, in seconds, the irreversible damage war inflicts on children. It’s not just about awareness, it’s about moving people to act.”
The campaign is being rolled out nationwide through out-of-home billboards, digital media, print, and social activations, supported by prominent content creators including Elena Carrière and Simon Schütz.
By combining creativity, AI, and humanitarian urgency, Childhood Ends When War Begins highlights how art and technology can work hand in hand to spark empathy and mobilise tangible support for those most vulnerable in times of conflict.
