The BMB-designed campaign is designed to spark a public debate about the “political change” necessary to end poverty and will run on static and digital billboards in “high impact” sites such as commuter rail stations.
Press, online and further outdoor activity will follow a week later directing people to the overseas development charity’s website to get involved in the debate.
The campaign, the first to be created by BMB since it was appointed to the account in December, coincides with the charity’s unveiling of a subtle brand redesign by consultancy Johnson Banks.
“The concept of ‘Poverty Over’ as more than a marketing campaign is central to the idea, says Christian Aid marketing and supporter care director Matthew Reed. “Our work has always been about bringing an end to poverty through large scale solutions to large scale problems.
Poverty Over’ is an articulation of our core purpose but also a rallying cry to grasp the opportunity that the current crises offer to make significant progress on ending poverty,” he adds.