A voiceover opens with the words: "Forget the Third World
as western commuters are filmed going up and down a busy staircase. The voiceover says forget how £10 can buy tools, forget how that means work, which means money, which means an education. It concludes "because if you don't remember to give this Christian Aid Week, you can forget it all".
The theme of juxtaposing busy western life with the "forget
message, designed to show how easy it is to forget, is carried through in the press work. One execution shows a builder's bottom with the headline: "Forget building a better Third World."
Will Awdry, the executive creative director of Partners, explained: "The message behind this year's work is that individual donations really do make a difference."
Jeff Dale, the head of the marketing and supporter relations division at Christian Aid, added: "We feel confident the campaign is going to cut through the apathy, the football coverage and most importantly the sense of powerlessness many people feel when faced with the plight of the poorest of the poor."
The campaign was written by Sam Richards and art directed by Phil Beaumont.
The Guard Brothers directed through Rogue. John Ayling & Associates handles media planning and buying.