War Child recruits Slam for dog tags

War Child is using Slam PR to help it sell 100,000 military-style dog tags.

The customised dog tags are inscribed with the words ‘your war is not with me' as well as the War Child logo.

They went on sale at HMV's 230 UK stores last week, and up to £1.54 from the £2 sale price will go to the charity.

Slam has been briefed to try to build up a celebrity-led buzz around the tags, pushing them to opinion formers and flagging up the work done by War Child that the money raised will go to support.

Rock band Feeder, soul singer Corinne Bailey Rae and London-based rapper Akala have all done promotional photo shoots with the tags.

War Child works with former child soldiers, street children and children in ­prison in conflict countries.

Weber Shandwick owner Slam promoted the War Child CD last year.

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