Christian Aid: Strengthening the poor

With a brief to increase interest and awareness of Christian Aid Week, TV advertising was used for the first time as well as the more usual church and press advertising. The result was a 52% increase in donations in 1991, to the value of £3.4 million, this pattern of increase in donations continued over the next six years. The campaign not only increased collector motivation but despite a reduction in advertising during the Week itself the increase in income continued. Also noted was a positive effect on covenants and legacies