The charity believes young people are increasingly indifferent to issues that do not impact directly on their daily lives and has launched the project to reengage with 18-25 year olds, with global issues. There are currently eight million 18-25 year olds in the UK, and according to the charity only 23% feel that global issues concern them and just 35% are actively engaged with a charity.
The communications programme will raise awareness of three major global issues: conflict, gender and HIV during its first year.
Ctrl.Alt.Shift has briefed marketing communications agency Amplify to run a number of experiential campaigns targeting student and youth groups. A number of unique music, art and film partnerships will be launched in an attempt to create Ctrl.Alt.Shift brand advocates.
Christian Aid worked with creative agency LOVE to develop the name Ctrl.Alt.Shift, which empowers people to take back Control of their worlds, Alter the way it works, and Shift what the future looks like.
The offline campaign includes a targeted youth-focused magazine, which the charity will use as a direct approach to communicating global issues. Contributors include former editor of Dazed & Confused, Callum McGeoch, and senior writer at Nuts, Pete Cashmore.
The project is also being backed by a dedicated microsite, created by Green Room, which will create a social network of like-minded individuals and will feature user generated content and a discussion forum. The site will also aggregate content from Flickr and YouTube.
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