Close the gap
With economic inequality on the rise, Church Action on Poverty knew how keenly its supporters abhorred the injustice. But what kind of campaign could turn their outrage into action?
The organisation was already promoting a number of actions that it felt committed Christians could make in response to the issue. But there was a sense that the range was diffuse and lacked focus. A campaign was needed that could simplify the message and give its supporters a clear framework for action.
Close the Gap was Andrassy Media’s response.
A national campaign, Close the Gap went out to Church Action on Poverty’s extensive network of local supporters, and employed the organisation’s already well established technique of inviting pledges to build support.
The campaign identity used strong typographic elements to articulate the Close the Gap’s three key calls to action, with supporters being invited to Give, Act or Pray to close the gap between rich and poor.
The idea of multiplying pledges was central to the campaign. We proposed a number of ways to multiply supporters’ pledges, designing novel campaign materials that would enable local activists to use their own pledge as a spur to getting others involved.
The visual approach of Close the Gap was designed to reflect Church Action on Poverty’s overall brand identity (also developed by Andrassy Media) and demonstrated how an existing brand can be adapted or expanded for specific messages.