UNITED BY HOPE is a new campaign by the international development charity, Christian Aid. The commercials will be broadcast on primetime TV and on social media from Good Friday, aiming to show how everyday things unite people, even if injustice divides us.
The campaign cleverly blends people in Britain with people from other countries to echo each other’s lives, like playing football and doing the laundry. People such as textile entrepreneur Ranjita in India and the Kothari family sharing lunch in North London.
Regardless of who or where we are, it makes the point we are all united by hope for the same things – like wanting to be together with family and friends.
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.”
As well as the TV commercial airing on Good Friday, the ‘United by hope’ campaign will also be on YouTube, Facebook and Instagram. It will be supported by the launch of a social engagement initiative starting on 10 April entitled ‘Share Hope’.
Going live across Christian Aid’s social media channels, ‘Share Hope’ will encourage people to share messages and pictures of hope in the context of the war in Ukraine. The purpose is to flood social media with support during these worrying times.
* Source: Christian Aid