In the run-up to Christian Aid Week 2023, the international development charity is relaunching last year’s successful United by Hope campaign.

The initiative, including TV ads, aims to highlight how little things make us all human and connect us – from dancing to playing football and hanging out washing to walking home from school.

Nick Georgiadis, Director of Fundraising and Supporter Engagement at Christian Aid, said the campaign had an emotional and empowering message.

He stated, “Hope drives us to tackle the root causes of poverty and this campaign, which includes footage from Ukraine, Bangladesh and Syria, reminds us every prayer, every gift, and every action helps transforms lives.

“We want to show people across the country we stand together with our global neighbours, especially at times of crisis, such as Cyclone Freddy in Malawi which has caused widespread devastation.

The United By Hope campaign will be launched on Good Friday, along with supporting YouTube and Facebook online ads. It will also be supported by a series of articles and video animations created in partnership with the Guardian.

The groundbreaking work of the United By Hope began in 1945 when it was founded by British and Irish churches to help refugees following the Second World War.

For more than 75 years, they have provided humanitarian relief and long-term development support for poor communities worldwide, while highlighting suffering, tackling injustice and championing people’s rights.

Their core values include tackling the power imbalances that cause poverty by working together with those who have been left behind. They also seek to create a world in which everyone has an equal voice, equal power, and an equal opportunity to make the most of their lives.

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