Ctrl.Alt.Shift

Amplify raise awareness of hard-hitting issues through the co-creation of 5 short films...

Challenge

Amplify were challenged to develop, create and manage a campaign that would help Christian Aid highlight serious issues, whilst striking a chord with 18-25 year olds.

Insight

Christian Aid is a globally recognised charity, but it have an ageing supporter base. We knew to connect with a younger audience, we had to get culturally creative.


Strategy

Create shareable content, that also resonated seriously with the key issues highlighted by Christian Aid.

Solution

Ctrl.Alt.Shift.

Amplify designed a film competition launched through film schools, industry websites and a nationwide PR campaign. The competition invited entrants to tackle three key campaign issues – HIV and stigma, war and peace, gender and power – in their own way. Our plan was then to carefully amplify the films through strategic partnerships, as well as seeding them digitally and at film festivals across the world.

We announced the winning five filmmakers on the official website, Twitter and Facebook. We then paired the young filmmakers with inspiring mentors from contemporary British cinema to help them produce their short, as well as supplying them with a soundtrack from a major recording artist.

London’s Shoreditch Studios hosted the premier in front of crowd including journalists, bloggers, stakeholders, competition winners and celebrities like Kano and DJ Ironik. The premier also featured live performances from acts who had supplied tracks – such as Shy Child and Chipmunk. Perhaps the best part of the project is that it gives us entertaining content to show our target audience between acts at festivals, further raising awareness of Ctrl.Alt.Shift. 

Christian Aid Mobile