The project is intended to develop a global community of 'outspoken agitators' among 18- to 25-year-olds, and offers several levels of involvement, from signing up to the Ctrl.Alt.Shift website to attending flash mob protests.
The communications initiative backing the project will raise awareness of three major global issues - conflict, gender and HIV - during its first year. In its second year, Ctrl.Alt.Shift will run a series of experiential campaigns, and during its third year, it will focus on encouraging participation among a wider youth audience.
Christian Aid has briefed Amplify to run several experiential campaigns in support of the project. It will also develop music, art and film ties.
Christian Aid worked with LOVE to develop the Ctrl.Alt.Shift branding, which is designed to encourage people to take back 'Control' of their world, 'Alter' the way it works and 'Shift' its future.
Further activity will include the distribution of a youth-focused magazine as well as the launch of a microsite, created by Green Room, which will create a social network and feature user-generated content.
There are 8m 18- to 25-year-olds in the UK, but, according to Christian Aid, only 23% are concerned about global issues and 35% are engaged with a charity.
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