Christian Aid has taken an optimistic approach to Third World
fund-raising in its latest campaign through Partners BDDH.
The TV, press and radio work is timed to coincide with Christian Aid
week, which begins on 14 May, and shies away from using the kind of
shocking scenes that prevail in the majority of charity advertising.
The advertising is designed to support the charity’s collector network,
which will be seeking donations around the country next week.
The ads aim to show that with assistance hope and happiness are
attainable in the world’s poorest countries.
Ruth Adams, the account manager at Partners BDDH, explained: ’We felt
from a research point of view, as well as a market point of view, that
there is a general feeling of charity fatigue. We hope that by
projecting the situation in a hopeful manner people will feel empowered
to do something positive.’
The two TV ads use Rwanda to represent the charity’s work in Third World
countries. They show happy, healthy people enjoying an abundance of
fruit and vegetables and a plentiful supply of clean water.
The scenes are accompanied by cheery music, with lines such as ’laughing
all our cares away’. The copy reads ’Rwanda’ and then a few seconds
later ’Year 2015’ and then ’2015?’.
A voiceover then says ’Every journey begins with a single step’ as a
Christian Aid envelope is shown. It closes with the strapline: ’We
believe in life before death.’
Christian Aid’s activities for 2000 focus on the future, so the campaign
was designed to fit with that strategy.
The commercials, which were shot in Rwanda, were written by Stuart
Anderson and art directed by Calum Bunce. They were directed by Simon
Green through Harry Nash. Media planning and buying is through John
Ayling & Associates.