Global development charity Christian Aid has launched a new social campaign to promote its UK-wide food truck tour ahead of Christian Aid Week 2023.
Created in partnership with London agency Impero, the campaign will look to raise awareness and drive donations for this year’s Christian Aid Week.
This year’s appeal will shine a light on the plight of Malawian farmers in East Africa and will be focused around West African ‘pigeon pea’ tacos, a dish heroed by Great British Bake-Off contestant Hermine Dossou.
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“Good food is something that connects us all: I’m really delighted that by teaming up with Hermine to showcase the small but mighty pigeon pea, more people will get to learn about the hard-working farmers who grow it, and how Christian Aid is helping them tackle the brunt of the climate crisis,” Christian Aid community and events fundraising adviser, Laura Mead said.
Beginning on 15 May, the tour will stop by Leeds, Manchester and Birmingham before concluding in London on 19 May. The supporting social campaign is now live across the charity’s Facebook and Instagram channels.
Impero executive creative director, Alastair Mills added: “When Christian Aid explained the importance of pigeon peas for this year’s Christian Aid Week, we wondered how many people even knew what pigeon peas were, so we made it our ambition to make this incredible crop famous in its own right, so people can really understand the power of Christian Aid Week. Give Peas a Chance.”
