Christian Aid – Christian Aid Week 2023

Friday’s Child re-teamed with Christian Aid and creative agency 11 London for Christian Aid Week 2023.  The original concept for this year’s campaign was to focus on a farmer named Jen in rural Malawi.  The campaign aimed to highlight the importance of a drought-resistant crop called Pigeon Pea, which has enabled families to work their way out of poverty by providing a source of income and nutrition.

However, in early February 2023 Cyclone Freddy tore through Malawi and neighbouring countries.  Jen’s community and their farms were significantly impacted by the disaster, and as a result, the creative brief of the campaign needed to be altered to reflect the devastating impact that the climate crisis can inflict upon some of the most vulnerable communities in the world. We needed to work closely with both the client and the creative agency to be able to adapt the concept at such a late stage in the production process and we’re really proud of the end result.