Christian Aid magazine
Overview
Claire and Rebecca were commissioned to lead and deliver end-to-end creative services, and manage two freelance writers and two freelance designers.
Client
Christian Aid
Year
2025
Contributors
Editor-in-Chief and Senior Art Director
Key briefing facts
Christian Aid magazine is a strategically important stewardship device, highly valued by in-house fundraisers targeting supporter retention.
From edition to edition, the magazine consistently thanks its readers for their gifts, actions and prayers.
In 2025, a special edition was commissioned to mark the 80th anniversary of Christian Aid. It needed to reflect the anniversary theme: ‘The unstoppable power of hope’.
The brief asked us to balance stories of contemporary impact with nostalgic reflection. The tone was to be humble and appreciative, not self-congratulatory.
We were briefed to deliver 32 pages in a new A5 format, with both print and digital versions required.
The mailing pack was to include a letter featuring a soft ask and a BRE.
“Hopefully a quote from Kathryn to go here etc etc etc etc etc etc etc etc etc etc etc etc . If not, let’s ask Annie.”
Kathryn Irwin
Head of Communications, Project Sponsor
Outcome
A celebrated edition of Christian Aid magazine to mark the charity’s 80th year.
With diligent research, planning and creativity the magazine delivered:
Impact stories spanning three continents.
Five reflective pieces.
A six-page 80@80 listicle.
10 calls to engage with external content.
More than 20 moments of praise or appreciation for supporters.
£109,603 of donations in reponse to the covering letter.
Process
Our comprehensive process included:
Researching and pitching stories.
Identifying source material and images.
Collecting examples of visual inspiration.
Drafting layouts and flat plans.
Presenting proposals for sign-off.
Briefing freelancers and coordinating workloads.
Writing copy and designing layouts.
Bringing oversight, consistency and refinement.
Ensuring adherence to brand guidelines.
Incorporating stakeholder feedback.
Proofing iteratively to achieve sign-off.
Preparing print and digital files.
