Not-for-Profit - Christian Aid shifts emphasis to Kenya

Christian Aid appointed John Doe to communicate its international conflict work to UK youth audiences.

Alexa Chung: helped raise funds for Christian Aid
Alexa Chung: helped raise funds for Christian Aid

Campaign Dear Diary
Client Ctrl.Alt.Shift - Christian Aid UK
PR team John Doe
Timescale May 2010
Budget £27,000

Objectives

  • To engage with 16- to 25-year-olds
  • To generate 3,000 active sign-ups to the Ctrl.Alt.Shift (CAS) online community
  • To highlight Christian Aid's work with Kenyan teenagers.

Strategy and plan

The PR team created 250 journals, containing extracts from Kenyan teenagers, diarists and celebrities including Alexa Chung and writer Dan Eldon. All proceeds were donated to the Kenya campaign. A VIP performance night at Hoxton Hall was arranged in partnership with international phenomenon Cringe. Diary readers and celebrities such as Henry Holland and Matt Horne attended, and journal extracts were read out alongside those of UK Cringe fans.

Measurements and evaluation

The campaign generated 117 pieces of coverage across print, broadcast and online media. This included The Guardian, the Daily Mirror, the Big Issue, BBC Radio 6 Music, Heat, NME and GQ.

Results

The CAS community accumulated 10,000 new members. The website had a 220 per cent increase in traffic and the Cringe event sold out within 24 hours. The campaign has been shortlisted for a PRWeek Award.

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