Unique, powerful, cutting edge, contemporary… not words commonly associated with youth projects are they? Christian Aid’s Ctrl.Alt.Shift however is looking to buck that trend and is really an exciting shift in traditional methods for engaging ‘the youth’, working on so many levels that it should, and indeed can, only be a great success. Aimed at a growing number of young people who care passionately about world change but who don’t have or don’t know of an outlet through which they can help, Ctrl.Alt.Shift is a well designed, well conceived concept which uses familiarly youth orientated concepts associated with online communities such as Bebo, MySpace, Facebook et al to encourage the target audience to participate and feel a part of the overall message and it’s aims.
Speaking to young people in their own language, users of the campaign website can comment and interact with articles and upload images and video to start further interaction and debate, whilst one of a number of forthcoming events will see a ‘pitch a tent’ protest against the deportation of Iraqi asylum seekers.
Katrin Owusu, Head of Youth Marketing and Innovations at Christian Aid, tells us that ‘The key mission of Ctrl.Alt.Shift is to bring about the democratisation of Charity, by being the first ‘consumer generated’ charity brand. Using concepts of co-creation, the project will act as a vehicle for people to connect and take action by creating content and campaigns, sharing ideas and inspiring each other’.
‘We want young people to engage with and understand these issues now, as they are an unavoidable part of their daily lives. We need to change attitudes, and increase the number of younger supporters. This is about driving radical and revolutionary agitation’
We say, logon to the website, sign up and get active.
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