Client: Christian Aid
Weebles that wobble, snakes and ladders and Sim-style computer games are being used by international relief and development charity Christian Aid in a new advertising campaign designed to show people how their donations are transforming the lives of some of the world’s poorest people.
The integrated TV, print and on-line campaign, developed for Christian Aid Week (May 11-17, 2008) by lead creative agencies Shop and ‘godfathers of pixel’ EBoy, aims to capitalise on public nostalgia for toys and games to show how Christian Aid helps people to fight poverty daily in the most difficult circumstances.
The animated TV ad has been created in the style of a virtual world computer game. It shows a Honduran village being hit by a hurricane, and how donations are used for much more than just emergency food and water.
Leading the comeback is the cult 70s and 80s toy, the weeble, an egg man who always bounces back, no matter what hits him. The weeble features in press ads alongside ‘Snakes and Ladders’ representing Angolans determined to recover from their 40-year conflict.
Head of marketing for Christian Aid, Jeff Dale said, ‘We hope this year’s advertising will show people how hard a donation to Christian Aid is made to work.
“It is great fun to see Weebles back but there is a very serious underlying message. When you donate to Christian Aid, you can be sure it will be used to help some of the most determined and skilled people in the world.“
He added, “These are people whose daily lives are a struggle for survival. We don’t just send these people emergency aid, we want to enable them to transform their lives so they don’t need our help in the future.’
The Christian Aid website www.caweek.org.uk will feature online versions of the TV ad and a whole series of actions whereby visitors can take to help raise funds in Christian Aid Week.