Christian Aid launches new TV spot for its annual fundraising week to highlight 'the power of possibilities' via production company Kream - Campaign Brief UK (campaignbrief.co.uk)
Christian Aid has released a new TV advert for its annual fundraising week which departs from the traditional industry approach of focusing on the desperate nature of acute poverty to highlight instead the 'power of possibilities'. 
The 30-second advert, shot in a small fishing village on York Island, southern Sierra Leone, features local people and has been created by Kream, the production arm of the Karma Group.VIEW THE SPOT