Christmas Appeal
Client
Christian Aid is a development charity working globally to create a world where everyone can live a full life, free from poverty regardless of faith or nationality.
Brief
Create a new concept for the Christmas 2025 campaign using the theme of conflict and war on women and their families linked to Christmas. The content gathered is from the DRC, featuring woman and children who have faced unimaginable hardship. Conflict continues to escalate and urgent humanitarian support is essential to save lives.
What is the challenge?
• Why Christian Aid at Christmas over other charities.
• Work for individual giving, mid value and community and church audiences.
• Show the problem clearly and why the need is urgent.
• Tangible problems with tangible (rather than systemic) solutions.
• Still needs warm Christmas feel for elements of the campaign.
Creative concept
This year, we want to share the powerful and attention grabbing stories and catch the eye of new supporters too.
So for Christmas, we’re shaking things up a bit and want to lean into a more urgent feel.
As many of us sing the familiar lyrics of carols, such as ‘Away in a Manger’, we’re encouraging our supporters to consider the harsh reality of having no crib for a bed.
How does this work visually? By creating a look that can be flexible for the sensitive and powerful stories to those warm fuzzy moments of Christmas.