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