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Love launches new youth brand for Christian Aid |
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Thursday, 19 June 2008 |
Creative agency Love has unveiled its new branding work for charity Christian Aid. The Ctrl.Alt.Shift brand has been created to mobilise support amongst those aged between 18 and 25.
 Love comes to Christian Aid The agency’s response focused on the charity’s core values of being passionate, outspoken, provocative and uncompromising and this apparently led the team to come up with the Ctrl.Alt.Shift solution. Creative director Dave Palmer explained: “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.” The new branding is being utilised to urge young people to sign up to the new website and take part in flash protests. A youth magazine and social networking will accompany the campaign. Something to add? Then leave a comment below or email us now.
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