Partners BDDH's ads for Christian Aid call for fair global trade

Partners BDDH is launching Christian Aid's new poster campaign for

the reform of international trade, that focuses on everyday

situations.

The initial two-week poster campaign will run in the London Underground

to target opinion-formers such as politicians and journalists in a

cost-effective way. It launches on 1 November, ahead of the World Trade

Organisation Qatar summit, scheduled for 9 to 13 November.

The campaign also helps launch Christian Aid's controversial policy

document which recognises that globalisation can be a positive force,

but criticises the WTO for failing the world's poor.

The 48-sheet posters subvert everyday messages such as a penalty notice

on the tube and the customer divider at a supermarket checkout to

communicate the policy message simply.

Each ad shows a case in which people of a country following

international trade rules have been harmed.

Jamie Inman, the account manager at Partners BDDH, said: "We

deliberately avoided shock tactics to show that Christian Aid has a

serious policy and to distance the organisation from the more

'hysterical' anti-globalisation protestors."

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

Leigh.

Media was handled by John Ayling & Associates.