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Christian Aid Week promoted with "The Multiplier" machine
Howard Lake | 3 May 2006 | News
Turn cash into a global future, says Christian Aid -30/04/06
Christian Aid today unveiled its newest weapon in the fight against global poverty -what it calls The Multiplier. The UK-based development agency’s new advertising campaign for its annual fundraising week (14-20 May 2006) features a Monty Python-esque machine that visually turns a donation into a future. Visit www.caweek.org to see a cartoon version of Multiplier in action.
The integrated TV, print and on-line campaign, developed for Christian Aid Week by creative agency SHOP and digital marketing agency POKE, aims to counter recent negative press about the way developing countries, particularly in Africa, are portrayed in the media.
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The ‘You add, we multiply’ strap line which appears on all the ads embraces the idea that together we can make a big difference and that even the smallest donation can grow and achieve real change. They explain that ‘A gift is nice, but a gift that creates more gifts is brilliant’.
The Multiplier shows a hen, a goat, seeds and wood going in one end of the machine and lots of chickens, goats, trees and school chairs coming out the other.
It aims to demonstrate that by giving enough money to buy a pair of chickens for a family, they can be turned into eggs and more chickens to feed a whole village.
Jeff Dale, head of marketing at Christian Aid explained: We wanted to take a positive, optimistic approach with our advertising for Christian Aid Week to inspire and motivate people to give their time, money and voice to help make a difference.
He continued: Like all good ideas it’s incredibly simple. Whatever goes in gets multiplied. This way poor communities can grow their way out of poverty. We see it as a symbol of hope.
The TV advert spoofs a news bulletin and features a journalist reporting on the invention of a fantastic new machine called ‘The Multiplier’. Filmed on location in South Africa, just outside Cape Town, the cast features locals, a documentary reporter and an array of pigs, goats and chickens.
The advertisements will launch on 12 May 2006 on terrestrial and satellite TV channels. Colour press ads will appear in national, regional and church newspapers and magazines including the Big Issue, Time Out and NME and an online banner campaign will launch on 8 May. The Christian Aid website www.christianaid.org.uk will feature an online version of the television ad.
Christian Aid Week started in 1957. Last year it raised £14.8 million and around 300,000 volunteers took part in the biggest door-to-door collection using the famous red envelope.
The agency acts as the development and relief wing of many of Britain’s Anglican and Protestant churches. It works ecumenically, combines aid and development with justice advocacy, and operates across confessional and inter-religious boundaries.
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.