Loss and Damage campaign
Overview
Christian Aid’s Campaigns and Brand Marketing teams collaborated to commission Claire, Rebecca and the charity’s other in-house creatives to develop assets for Make Polluters Pay Action Day 2023.
Client
Christian Aid
Year
2023
Contributors
Co-conceptors, copywriter and designer
Key briefing facts
At COP27 in 2022, Christian Aid was instrumental in the formation of the Loss and Damage fund. It was established to compensate low income countries that bear the brunt of the climate crisis. However, in the months that followed, nations failed to act and the pot remained empty.
The Campaigns team briefed us to conceive and design an engagement pack for MPs and faith leaders. The pack needed to invite and equip recipients to film a video for social media, and to raise awareness of Loss and Damage.
The Brand Marketing team briefed us to prepare a series of social posts (both paid and organic) that would be pushed live once expected high temperatures had hit the UK and Europe. These needed to tap into our audience’s own firsthand experience of extreme weather.
Audience insights
Christian Aid briefed us to target one of their three core audience segments. Responding to the motivations of this audience was at the heart of our concept development.
Christian Aid’s ‘Changemakers’
Aged under 30
They feel strongly about the issues they care about and want to get involved in making change happen. Feeling part of a global effort can galvanise them into action.
Outputs for the Campaigns team
The winning concept that the Campaigns team selected for production was a coffee-themed pack. At the theme’s core was the statistic that by 2050, more than half of the world’s prime coffee growing land will be lost or at risk.
The pack contained:
a bespoke half-bag of coffee to illustrate the hero statistic
a travel mug for use in public spaces
four engaging lapel stickers
a postcard setting out our asks and how the items in the pack could be used
box artwork featuring the stories of coffee growers in Honduras.
Outputs for the Brand Marketing team
Our social assets included stills and videos of wild fires and scorched landscapes that revealed messages about the direct link between big polluters and the climate crisis.
The results were exceptional!
Link clicks were 10x higherthan forecasted.
Click-through rates beat benchmarks by 690%.
Christian Aid’s media agency cited our work as: one of the charity’s most successful digital campaigns.
