Christian Aid

Hack the Agenda

Digital Strategy and Campaign / Creative Campaign / Social
Chrstian Aid - Hack - Lead image (1)

The idea 

Subverting deepfake to amplify the unheard voices of the climate crisis.

The injustice of “loss and damage”

The debate around the need for a global fund to compensate for “loss and damage” (caused by climate change in the global South) has been ongoing since 1992. While the developed world had recognised the issue, they hadn’t agreed to compensation. At COP26, Loss and Damage wasn’t even on the official agenda.

The campaign

Making some noise

We needed to educate the public, make it an unignorable agenda point for COP27, and pressure the government to support the setting up of the fund. But, asking politely to get on the agenda doesn’t get you anywhere. So we launched “Hack the Agenda”, a reactive social campaign to hijack trending conversations daily, and steer them towards this important topic. We pointed out hypocrisy, scandal, and greenwashing – posting it straight back into social media – explaining the need for wealthy countries to compensate the global South, and encouraging people to sign our petition.

Hack 1 - 4.10.22

The film

Deepfaking the Prime Minister

To get to the heart of UK politics, we recruited someone with first-hand experience of the climate crisis and a strong following, Ugandan climate activist Vanessa Nakate. We helped her “hack” the UK Prime Minister, using deepfake to put her voice and message into the mouth of Liz Truss.

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Screenshot 2023-11-23 at 13.52.17
Hack 10 - 24.10.22
Hack 14 - 2.11.22

Case Study Film

The Results 

  • €340m Plegded
  • 10m Impressions
  • 2+m Content views