Christian Aid Week
Overview
Christian Aid commissioned Claire and Rebecca to assemble and lead a team of freelance creatives to develop three campaign concepts, a content pack, design toolkit and large suite of fundraising and engagement collateral.
Client
Christian Aid
Year
2026
Contributors
Concept, copy and design leads
Key briefing facts
Christian Aid Week is Christian Aid’s flagship appeal and highest-grossing annual fundraiser.
The brief asked us to produce concepts that would encourage selected audiences to:
Think extreme poverty is devastating and
immoral, but we can help end it.
Feel empowered to make a difference.
Do participate in Christian Aid Week to
help raise £5.5m.
We were briefed to explore urban poverty in Kenya and explain how a project that supports small-footprint farming is increasing people’s incomes.
We needed to draw on the urban setting of the stories we were provided, and reflect the bustling, densely-populated environment.
Concepts needed to offer hopeful, long-term solutions while still conveying a sense of urgency.
Audience insights
Christian Aid briefed us to target two of their three core audience segments. Responding to the motivations and challenges of these audiences was at the heart of our concept and content development.
Christian Aid’s ‘Mentors’
Aged 30-50
Motivation: Acting on a moral duty to help make a positive difference in the world. A lens of justice deepens their empathy, for example denied rights restricting ambition.
Challenge: Though their compassion is high, the seemingly insurmountable scale of extreme poverty makes their optimism low.
Christian Aid’s ‘Custodians’
Aged 50+
Motivation: Inspiring and protecting future generations. They are proud of the UK’s role in supporting low income countries to leave poverty behind for good.
Challenge: Their optimism has been reduced by increased poverty in the UK and the effect of the cost-of-living crisis on their own adult children.
Process
Our comprehensive process included:
Thoroughly appraising source materials to identify conceptual opportunities and challenges.
Hosting collaborative ideation sessions with stakeholders.
Reviewing and refining creative journeys to reveal the most compelling.
Working in partnership with freelance creatives to develop and present adcepts and posters for audience testing.
Co-writing and editing a 53-page content pack full of print-ready copy, quotes, captioned photos and campaign dos and don’ts.
Producing a design toolkit to ensure consistent executions of the campaign’s identity.
Writing and designing a wide range of print and digital resources for both individual giving and community fundraising audiences.
Bringing oversight, consistency and refinement to all campaign collateral.
Proofing iteratively to achieve sign-off.
Preparing print and digital files.
“A dedicated, approachable and dependable duo who consistently went above and beyond to deliver the highest-quality work.”
“It has been a real pleasure working with Rebecca and Claire during their time at Christian Aid on the production of our Christian Aid Week resources.
“From staff guidance documents and collection envelopes, to inspiring direct mail and engaging posters and leaflets, they brought professionalism, creativity and care to everything they produced.
“I have greatly valued working with them and would welcome the opportunity to do so again in the future.”
Nicole Mayall
Flagship Appeal Officer, Christian Aid
Outcome
We don’t have the fundraising figures from Christian Aid yet, but we do know we delivered the following work on time, to brief and on brand:
content pack
design guidelines
direct mail packs for individual giving
direct mail packs for community engagement
posters and adverts
information and activity packs
collection envelopes
social media assets
Welsh language and bilingual versions
and much more.
