Christian Aid
Everyday Activism
Brand Identity
Facing a loss of traction among modern audiences, Christian Aid needed to reconnect with an increasingly secular population. During a wide-ranging discovery phase, a unifying human truth was uncovered: not everyone is a Christian, but everyone will give their support to the fight for dignity, equality, and justice. Broadening the audience beyond a purely religious base emerged not as the initial brief, but as a strategic necessity.
Simple human truth
Not everyone shares a faith, but everyone shares a sense of injustice.
The purpose
Everyone is equal in the sight of God. Yet we live in a world where poverty and inequality still persist.
We believe in life before death, a world where everyone has fullness of life for themselves and their community.
The promise
We will give people of all faiths and none, a way out of poverty by enabling them to improve their own lives and build their own communities.
The personality
The Life Visionary creates a vision for the future: a world where poverty doesn’t persist, where everyone has fullness of life for themselves and their community. Compassionate, passionate and optimistic, with a ‘we can,’ ‘we will’ attitude.
Four early creative territories were developed in partnership with the client – ‘Platform’, ‘Empowered’, ‘Statement’, and ‘Humanity’. To test their effectiveness, each route was evaluated directly against the brand's core vision, purpose, promise, and personality.
The strategic shift successfully solved the relevance problem. It broadened the donor base far beyond traditional religious boundaries, driving a surge in regular giving and mobilising over 29,000 first-time supporters in a single year.
