Client: Christian Aid
PR team: John Doe
Timescale: May-June 2010
John Doe was charged with helping Ctrl.Alt.Shift - a Christian Aid youth project -to raise awareness about key campaigns.
- To explore the issue of conflict and its effect on global development, with a focus on Christian Aid's work with teenagers in the slums of Nairobi
- To encourage 16- to 25-year-olds to register and join Ctrl.Alt.Shift
- To explore and test revenue-generation mechanisms.
Strategy and plan
John Doe created the Ctrl.Alt.Shift Presents Dear Diary campaign, which compared challenges facing teenagers in the UK with those facing teenagers in Nairobi. A limited-edition journal was produced, featuring submissions from TV presenter Alexa Chung, musician Courtney Love and other celebrities alongside extracts from the diaries of Kenyan teenagers. The diary was sold on the Ctrl.Alt.Shift website for £18. A live event was held in Hoxton and an exhibition was held in Covent Garden.
Measurement and evaluation
The campaign received more than 110 pieces of coverage including in The Guardian, The Sunday Times, The Independent, the Big Issue, NME.com, Kerrang! and Cosmopolitan.
More than 10,000 new active members signed up to Ctrl.Alt.Shift. All of the 250 limited edition diaries sold out during the campaign.