Partners BDDH is launching Christian Aid's new poster campaign for
the reform of international trade, that focuses on everyday
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
Media was handled by John Ayling & Associates.