Christian Aid aims to raise its profile and demonstrate its relevance with a new brand campaign ahead of this year’s Christian Aid Week.
The charity has seen a decline in its income, with its main fundraising event suffering due to changes in how people donate, as well as the pandemic.
From tomorrow, Good Friday, people will see a television commercial on prime-time TV. YouTube, Facebook, and Instagram adverts will also begin appearing. These aim to build empathy among supporters by focusing on the things people have in common.
The campaign, United by Hope, is the charity’s first brand campaign in five years. It was developed by the creative agency Impero, which was appointed last year.
Nick Georgiadis, director of fundraising and supporter engagement at Christian Aid, said: “With this campaign’s emotional and empowering message of hope, we want to show people across the country how we’re standing together with our global neighbours to tackle global poverty and increase support for Christian Aid.
“The advert builds empathy by focusing on what connects us all, regardless of our circumstances. While injustice may attempt to divide us, the greater power of hope unites us all.”
Christian Aid Week fundraising slump
Christian Aid’s total income for the year ending March 2021 was £86m, down from over £100m prior to the pandemic.
Christian Aid Week, held in May 2020, when the country was in national lockdown, raised £4.1m, compared with £7.6m in 2019.
The event had been in decline prior to the pandemic. In 2015 it generated £11.3m, which had fallen to £8.6m in 2018.
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