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ADVERTISING CAMPAIGNS

Editor's Pick. Oxfam 'BeHumankind'

Agency: RKCR/Y&R

Client: Oxfam

Oxfam has launched a fresh brand campaign, designed to build support from the UK public by showcasing the dynamic and innovative work of the charity.

Created by RKCR/Y&R, it is rooted in the idea that the issues affecting the world’s most vulnerable people are intricately intertwined with our lives, whether it is Climate Change or buying Fair Trade goods.

The communications are designed to confront head on people’s apathy; while many are aware of the issues facing the world’s poorest people, this does not consistently translate into action.

Oxfam hopes that this new communication will encourage action be it by signing a petition calling for change or making a donation, Oxfam is inviting everyone to show their humankindness.

Most of this brand refresh takes place outside of the world of advertising and stretches across the whole organisation from its presence in Oxfam shops, music festivals to mailshots.

The TV is also being supported by a  provocative poster campaign, which involves a variety of executions  encouraging people to think about and get involved the issues facing them.

Headlines include, “Wanted.  Jumpers, coats and people with their knickers in a twist”, “Get rich quick.  Give.”, “Malaria. Dysentery. Apathy. Three of the world’s biggest killers”, and “Everyone deserves life’s little luxuries. Food, Water, you know, that sort of thing.”

Director of Corporate Communications at Oxfam, Julie Wood, said, “We want people to take a fresh look at the Oxfam they think they already know.

“A lot of people want to see change but feel useless when faced with the issues but we are all in this together. But it's not We want people to know many of the world's problems can be solved by them, if they just channel their passion for change into the right places.”

 

AJR
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