Christian Aid builds awareness via £2m Euro RSCG campaign

Christian Aid is using a £2 million national TV and press campaign to raise awareness of the charity's work ahead of Christian Aid week.

The campaign features two TV ads - a 40-second commercial and a ten-second cut-down - as well as print ads by Euro RSCG London.

The ads feature a puppet laying down pipes for a water supply on drought-stricken land. As each stage is laid, the puppet loses some of his strings, showing how Third-World countries can become self-sufficient if they are given the right tools.

During the ad, a voiceover explains how a donation of £15 a month helps poor countries get back on their feet.

The TV ads will be broadcast on ITV1, Channel 4 and a selection of digital channels between 7 and 14 May. They will be backed by national press and bus ticket ads. Media is handled by John Ayling & Associates.

The press ads take the puppet idea a stage further, and show a Bangladeshi woman working, but with strings attached to her body. A headline reads "Supporting people in the Third World is wrong", while copy explains what kind of support Third World countries need to help them become independent.

The campaign was written by James Leigh and art directed by Darren Giles.

The TV ad was directed by Philippe Andre through Bikini Films.

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