International development charity Christian Aid has this week launched an inspiring campaign that aims to deliver messages of hope to the public on what is said to be the most depressing day of the year, Blue Monday.
Developed in partnership with creative agency Impero, the campaign is centred around a stained-glass installation titled ‘Beacon of Hope’, which will be placed on the grounds of Southwark Cathedral from 16 – 29 January.
The installation forms part of Impero’s wider ‘United by Hope’ platform, which aims to illustrate how adversity and hardship can be overcome through positivity.
Media firm Goodstuff will take the activation onto the online space through a partnership with Time Out, which will see Christian Aid sponsor the online magazine’s ‘First Look’ social series.
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“For most people, January is at best, a dreary aftermath of the festive season. We wanted to create something that would be the antithesis of that, a thing of beauty, light and colour that really demonstrates Christian Aid’s mission to unite people all over the world to bring about change,” Impero joint executive creative director, Al Mills said.
The charity will also feature prominently throughout a Blue Monday-themed listicle to be featured on the platform: ‘7 ways to beat the January blues’.
Christian Aid brand marketing & creative lead, Kimberley Ferguson added: “2022 was a tough year for so many people. Following such hardship, it is natural to feel despondent, but we mustn’t give up hope. Christian Aid’s Beacon of Hope is a reminder of what we can achieve when we are united by hope.”
