Activity includes online ads developed by digital agency Poke, alongside direct mail and press ads by CDD.
Online ads will direct users to a dedicated web page, which sits on top of the Christian Aid Week site (www.caweek.org).
The site includes a direct call to action, encouraging users to make a single donation or commit to a regular one.
Poke said the online ads use the same message as last year, 'You add, we multiply'. Rather than getting people to donate in response to an emergency appeal, it encourages them to donate to buy everyday materials for those in need, such as seeds or poultry.
It builds on the mantra 'Give a man a fish and feed him for a day; teach a man to fish and feed him for a lifetime'.
Christian Aid hopes the online campaign will be as successful as last year's, also created by Poke, which won a British Interactive Media Award in the best charity/not-for-profit category.
"It was the most successful campaign it has ever run, by a long way," said Peter Beech, founding partner of Poke.
Christian Aid recently hired Agency.com to overhaul its corporate site after a three-way pitch (Revolution, March, p10).
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