Christmas is never an easy time to be heard. We had to help Christian Aid stand out, using more emotive and co-ordinated marketing.
We developed a new brand framework ‘Christmas Aid’ to make the charity synonymous with the time of year. Then, we built our message on an essential truth – there’s not enough peace in this world.
‘Be a Peacemaker this Christmas’ was the big and empowering campaign message. It proved big enough to stretch across a multiplicity of channels. The integrated campaign showcased the real Christian Aid peacemakers healing lives, and promising that peace is possible. The campaign exceeded all targets.