Christian Aid's Lifeswitch website gets BAFTA nominations

Christian Aid's LifeSwitch.org site has been nominated for two BAFTA (British Academy of Film and Television Arts) Interactive awards. The BAFTA awards, which were created to recognise and reward talent in interactivity, have become prestigious over past years.

With more than 400 entries, top nominees also include The National Theatre, The London Stock Exchange, Illumina Digital, Guardian Newspapers Ltd , The Science Museum, Rafael Lozano-Hemmer , Christian Aid, Hi Res!, Poke, MTV, EMI, Greyworld, Warner Home Video UK, the BBC and Gucci.

LifeSwitch is an entertaining and education website that provides an "innovative and compelling online experience" which offers users to swap lives with someone else from the world. Launched in May, the website was inspired by the ‘wish you were here’ postcard concept and the ‘chance birth’ theory, based on the question: What if you had been born somewhere else in the world?

Users of the site are to submit their profile and choose a dream country for a new life. The site matches the user's profile with someone else's in the country that has been chosen. Users can then swap their life with someone else's from a different country.

Award winning actress Suranne Jones, who plays Coronation Street's Karen Macdonald, told of her experience through the site, and after submitting her details, she discovered that she would have been a rice farmer.

"I was transformed into a young woman in Sierra Leone. My life had not been a happy one. Having been assaulted during the ten-year civil war by a group of soldiers, I was driven out of my home. But there was hope, I approached Christian Aid, and they helped me return to my village and become a rice farmer." she said.

"We take no responsibility for users of LifeSwitch catapulted into a life they may not have expected. While some users may find themselves living a life of luxury in the golden sands of the Dominican Republic, others will ‘experience’ the day-to-day struggle of poor people in developing countries," said Sara Chamberlain, Christian Aid’s web manager.

"We wanted to pique people's curiosity," said Vik Sharma, Christian Aid's senior web producer. "The idea was to grab their attention with something entertaining and educational - something that would make them aware of life behind the glossy travel brochure headlines."