The ads show how world traders are jeopardising the livelihood of local farmers by bringing in unfair competition from abroad. They parody traditional wrestling posters and show a real Third-World farmer billed to fight against a faceless world trader.
Included at the bottom of each ad is a response mechanism for supporters to submit their personal details, which will then be forwarded to the prime minister, Tony Blair.
Media planning and buying is through John Ayling & Associates. The campaign will appear in the national press and magazines targeting opinion-formers, such as The Economist, The Spectator, The Big Issue, Parliamentary Monitor, Prospect and church press titles.
The campaign was art directed by Steve Black and written by Murray Blacket.
Previous Christian Aid work from the agency called for debt relief.