Christian Aid launches fresh PR drive to widen youth focus

Christian Aid is set to launch a fresh PR drive to target young people, as it reveals that a previous 'hyper trendy' campaign was axed owing to a lack of broad appeal.

Alexa Chung: took part in Ctrl.Alt.Shift’s Dear Diary

The charity is planning to launch The Christian Aid Collective campaign in March or April next year. It will feature a website and Facebook page targeted at students, teenagers and those in their twenties to raise awareness of social injustice and global development issues.

The charity’s head of comms and brand Steve Buckley announced the campaign to PRWeek as he revealed that the Ctrl.Alt.Shift campaign, handled by John Doe, was cancelled earlier this year amid concerns it had too narrow a focus.

Buckley said: ‘Ctrl.Alt.Shift started to develop an identity of its own, focusing more on art and moving further away from the Christian Aid brand. In the end it was only really targeting a hyper trendy young audience within a small radius of Shoreditch.’

He added Ctrl.Alt.Shift was always ‘designed as an experiment, to try out promotional ideas and bring the charity to a younger audience’ and said the new campaign ‘will hopefully have a far broader appeal’.

One element of Ctrl.Alt.Shift, Dear Diary involved publishing 250 journals comparing the lives of young people in Kenya and those in the developed world, featuring celebrities such as Alexa Chung.

John Doe founder Rana Reeves said one of the strengths of Dear Diary was the ‘strong narrative’ it gave to third world poverty campaigning.

Christian Aid will handle PR for The Christian Aid Collective in-house.

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