This is how I see it. Obito declared,more appropriate than started as started would mean just attack without any prior notice,the war to force them to unite,threatning them by POWER,subconsciously following his own statement of the past that is to destroy the so called ninja,which he mentioned to kakashi in his full speech of friendship,to give naruto(his past self) a platform to test out his philosophy of uniting people through LOVE(his past self's belief),thus indicating that peace is only possible if two opposing forces work together.
Actually he just wanted to confirm which belief,madara's or his past self obito's,is right. He took the role of madara and let naruto to take his role. See,he is one hell of a complicated yet interesting and
best psychological character ever.
AND BTW MADARA DIDN'T HAD ANYTHING TO DO WITH IT,HIS PLAN WAS I.T. AND HE DIDN'T STARTED WAR.