PUBLIC SECT0R: Christian Aid shifts focus onto world trade reform

Christian Aid has launched a major PR push calling for reform of

international trade.



The campaign, called Trade for Life, will be the focus of the charity's

campaigning for the next four years and is seen by CA as the most

effective way to eliminate poverty in developing countries.



This represents a significant change in focus for CA, which previously

focused on eliminating developing world debt.



Staff from all CA departments are involved, although the bulk of the PR

work will be carried out by the three-strong policy group and the media

relations unit.



All work will be handled in-house but advertising agency Partners BDDH

was taken on to handle a poster campaign, launched this month, to target

London Underground passengers.



CA director of external relations Kate Phillips said: 'This is a logical

progression of our work on debt. We are still looking at the underlying

causes of poverty. International trade reform is something that we have

been doing work on already but this is a significant step up.'



CA's PR team will also be focusing on the charity's supporters, urging

them to get more involved in influencing opinion formers and politicians

on trade reform.



Mark Curtis, CA head of policy, will be at the World Trade

Organisation's latest summit, being held this week in Doha, Qatar, to

argue CA's case.



Phillips added: 'Looking at specific events, such as the WTO summit, is

very much a focus of our work, seeking out media and publicity

opportunities.'



One of CA's key messages in the campaign is to call for the creation of

a global regulator to make multi-national companies more legally

accountable in terms of trade.



CA is a partner of global trade reform group, the Trade Justice Movement

(TJM), which was set up in November last year. Other partners include

Baby Milk Action, Friends of the Earth, Oxfam and Save the Children.



Around 4,000 people joined a demonstration in London last weekend

organised by TJM to call for reforms.



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