Warchild Secret 7” — “Personal. Universal.”
The Ask: Tell the story of the past 9 years of Secret 7" through a series of story animations or illustrations for social media, as part of an anniversary celebration. Capture the heart of what Secret 7" is about, create value for previous donors to keep giving, and drive new audiences to get involved for the 10th anniversary.
Key message: What you uncover is personal. What you support is universal.
A social campaign for the 10th anniversary of Secret 7" × War Child, where 700 artists design sleeves for 7 tracks pressed 100 times onto vinyl, sold anonymously. "Personal. Universal." follows the buyer's journey across three IG stories: the physical act of owning a record with the cause literally in your hands, the sleeve and song as art that moves you regardless of who made it, and the quiet joy of knowing your purchase made a child's world a little bigger. The secret is the song. The cause never was.
A companion execution, Before You Know: What a Record Can Do When No One's Looking, extends the campaign through a 7" coffee table art book celebrating the sleeve art and the children behind it. A decade of difference, finally on the shelf.
Art Direction: Paige Jalosinski
Copywriting: Ian Krockel
Instagram Stories
Book (Campaign Extension)
Before You Know: What a Record Can Do When No One's Looking
You buy a Secret 7" before you know what's between the grooves. You may have seen the art, and after bidding, heard it. But the voices of the children behind it are just as worth feeling.
To mark the 10th anniversary, a 7" coffee table art book released alongside the traditional vinyls — celebrating the sleeve art, the programs, and the real impact War Child has made on the kids who lived it. A new way to raise money, welcome new audiences, and honor a decade of difference.
