Christian Aid raises awareness of trade justice in press ads

Euro RSCG London has created a press campaign for Christian Aid aimed at raising awareness of trade justice for third-world countries.

The ads break on 13 September and will run until 27 September to coincide with the Labour Party's conference in Brighton. They aim to inspire people to put pressure on the Government to call for trade justice.

Against a red cross, one ad uses a black-and-white image of a large man with pig-like features sitting on the back of a female third-world food producer, representing the struggle faced by farmers.

The copy explains how they are unable to grow their way out of poverty because of trade rules imposed on them. It says: "Stop this madness. These farmers deserve a chance. Help us get Tony Blair to listen." The endline reads: "Free trade, some people love it."

At the foot of the page is a section to send to Tony Blair in support of trade justice.

The campaign was written by Orlando Warner with art direction by Jon Mitchell.

The ads will run in national newspaper supplements and Church Press.

Media planning and buying was by John Ayling & Associates.