Voluntary Sector: Christian Aid calls in Shine

Shine Communications is working with Christian Aid to combat youth apathy over global aid issues.

The agency has been handling media for this week's launch of sub-brand 'Ctrl+ Alt+ Shift'.

The brand is targeting 18- to 25-year-olds and claims to be the first user-generated charity brand.

The charity aims to create a movement of people who will campaign for change.

'We prefer the word "movement" to "charity" because "charity" is bound up with a clear give-receive, active-passive relationship,' said head of youth marketing and innovations Katrin Owusu.

The sub-brand provides an opportunity for young people to get involved in issues without donating money. It will offer several ways of helping, ranging from signing up to the site to attending protests.

The move comes after the charity's research found that only 23 per cent of young people felt global issues concerned them.

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