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Love

Love launches Christian Aid campaign

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By The Drum Team, Editorial

June 18, 2008 | 2 min read

Love has unveiled the Ctrl.Alt.Shift brand for Christian Aid, which aims to recruit a new generation of supporters to the charity.

The Ctrl.Alt.Shift brand aims to fulfil Christian Aid’s brief of recruiting a new generation of supporters. The charity wants young people to become ‘outspoken aggregators’ for global issues.

Ctrl.Alt.Shift will urge 18-25 year olds to sign up to support the charity online and take part in flash protests. An interactive and social networking site plus a youth focused magazine is also accompanying the campaign.

Love creative director, Dave Palmer, said: “The Ctrl.Alt.Shift brand maintains the Christian Aid connection on all activity but it puts the action of the recruited activist at the centre of the communication. Christian Aid’s values cannot be portrayed as passive and this strong black and red campaign shouts them out loud and clear.

“Through the Ctrl. Alt. Shift brand we challenge 18-25 year olds to assess their lifestyles and as a contrast look at what they could be doing. Hopefully we will inspire them to act to make a change to the future of world they live in by supporting Christian Aid.”

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