Christian Aid set to review £3m account

Christian Aid is reviewing its &£3m above-the-line advertising account held by Euro RSCG London.

The AAR is believed to be handling the review, which will be overseen by Christian Aid head of central marketing Jeff Dale.

The charity is known for its high-profile, intensive one-week television campaigns to co-incide with Christian Aid week, its major annual fundraising initiative, which it has run for nine years.

For this year’s campaign in May, Euro RSCG London created a campaign to show how Third World people’s independence is being curtailed.

The TV ad showed a puppet putting down pipes in drought-stricken land and press ads showed Third World workers as marionettes.

Christian Aid has been highlighting how the “war on terror” has affected aid for some of the poorest people in the world.

Christian Aid uses the slogan “We believe in life before death”. The charity, created by the Protestant churches of the UK and Ireland after the Second World War, operates in 55 countries.

Earlier this year Christian Aid awarded its direct marketing business to Whitewater after a protracted pitch that saw Target Direct lose the business after four years.