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War Child Canada is launching a provocative campaign to call attention to the plight of children caught, and often forced to fight, in as many as 30 armed conflicts across the globe.

The centrepiece of the integrated campaign, which also includes online and experiential activity, is a TV ad depicting life at Camp Okutta, a fictional summer camp similar to those frequented by Canadian children every summer.

However, the camp has a noticeable twist to reflect the type of child soldier training camps found in Africa, Asia and other war-torn regions. Children attending Camp Okutta participate in exercises that include firing an AK-47, walking through a live minefield and throwing hand grenades in preparation for combat.