Regardless of who or where we are, it makes the point we are all united by hope for the same things

Christian Aid has unveiled a new campaign with the message that there is more that unites us than divides us.

United By Hope, launched on Good Friday, will feature on TV ads and social media, aiming to show how everyday things unite us even if injustice divides us.

The campaign blends people in Britain with people from other countries to echo each other’s lives, like playing football and doing the laundry. People such as textile entrepreneur Ranjita in India and the Kothari family sharing lunch in north London.

Regardless of who or where we are, it makes the point we are all united by hope for the same things – like wanting to be together with family and friends.

Nick Georgiadis, director of fundraising and supporter engagement at Christian Aid, said: “With this campaign’s emotional and empowering message of hope, we want to show people across the country how we’re standing together with our global neighbours to tackle global poverty and increase support for Christian Aid. The advert builds empathy by focusing on what connects us all, regardless of our circumstances. While injustice may attempt to divide us, the greater power of Hope unites us all.”

As well as the TV commercial airing on Good Friday, the United by hope campaign will also be on YouTube, Facebook and Instagram. It will be supported by the launch of a social engagement initiative starting entitled Share Hope.

Live across Christian Aid’s social media channels, Share Hope encourages people to share messages and pictures of hope in the context of the war in Ukraine. The purpose is to flood social media with support during these worrying times. 

United by Hope was the work of creative agency Impero, following its appointment at the end of 2021 after a competitive pitch process, and it is the charity’s first brand campaign in five years.

Like many charities, Christian Aid has faced declining income for several years due to multiple macro and micro-level economic factors including Covid and the switch to online giving for key fundraising moments like Christian Aid Week.

Impero was tasked with raising Christian Aid’s profile in the month before Christian Aid Week (15-21 May) with the goal of having a positive impact on fundraising income.

Research carried out found that while Christian Aid’s audience understood the root causes of poverty, talking about poverty sparked compassion but not action. In addition it found that most of its audience struggled with the idea that life will get better for people in poverty. Building empathy was key to tackling this apathy.

For more information about the campaign, visit caid.org.uk/hope