Christian Aid Week to adopt 'celebratory' tone in new ads

Christian Aid, the international development charity, is to adopt a more 'celebratory' positioning to promote its flagship fundraising week this year.

Christian Aid: looking to strike a more upbeat tone
Christian Aid: looking to strike a more upbeat tone

Following a competitive pitch, it has appointed Kream, the production arm of the Karma group, to create a TV campaign to air during Christian Aid Week 2013, which takes place from 12-18 May.

Christian Aid said the campaign would aim to 'celebrate successes on the ground in a positive light' by demonstrating how a 'simple well-thought-out intervention' makes a difference.

Last year's ad for the charity, the aim of which is to eradicate poverty, featured a mother and a child using a water pump and explained how this helped them to 'grow their way out of poverty'.

This year's activity will be overseen by Tom Barratt, head of marketing communications at Christian Aid, who was previously an account director at ad agency Grey London.

Last week, the charity launched a mobile 'Count your blessings' app for Lent, which is intended to 'help people pause and think about their lives'.

Users receive daily notifications and can donate to Christian Aid through the app.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).