Christian Aid has embarked on a radical UK first - an experimental youth project aimed at combating disengagement with global issues amongst British youth.
www.Ctrl.Alt.Shift.co.uk claims to be the first ‘user-generated’ project of its kind. Young people can register their support to join a global community fighting against global poverty and social injustice.
Users can engage with issues, sign up for petitions, upload their own content and involve themselves in action groups.
The project will attempt to harness today’s youth culture, and act as a vehicle for engaging young people in some of the most important global debates that are shaping their lives now, and will continue to do so in the future.
The project will speak to young people in their own language, and give them a menu of ways to get involved – whether they have five minutes to send a text or register their support on the Ctrl.Alt.Shift website, or a few hours to attend a flash demonstration.
Head of Youth Marketing and Innovations at Christian Aid, Katrin Owusu, said, “The key mission of Ctrl.Alt.Shift is to bring about the democratisation of Charity, by being the first ‘consumer generated’ charity brand.
“Using concepts of co-creation, the project will act as a vehicle for people to connect and take action by creating content and campaigns, sharing ideas and inspiring each other”.
She added. “We want young people to engage with and understand these issues now, as they are an unavoidable part of their daily lives. We need to change attitudes, and increase the number of younger supporters. This is about driving radical and revolutionary agitation”
Ctrl.Alt.Shift has initially created a three-year cultural collaboration programme which will harness contemporary youth culture as a means of stimulating interest around global and cultural issues.
The initiative will include partnerships with cultural institutions, projects with higher and further education in the arena of music and film, digital social networking and a youth focused magazine.