Christian Aid is launching a youth brand to fight young people’s disengagement with global issues. The Ctrl.Alt.Shift brand aims to recruit a community of 18- to 25-year olds to become “outspoken aggregators” for global issues.
The campaign, which launches today (June 16), will urge people to sign up to its website or take part in flash protests. An interactive and social networking site and a youth-focused magazine will also accompany the programme.
The charity worked with Manchester agency Love on the name and visual branding and developing Ctrl.Alt.Shift’s launch programme. Brand development was handled by the charity’s head of youth marketing and innovations, Katrin Owusu.
Owusu has previously worked with brands including PlayStation and Deconstruction Records. She says: “This is all about driving radical and revolutionary agitation – a movement for the MySpace and Facebook generation.”