Global relief charity Oxfam has launched this new print campaign to highlight its fight against the arms trade.
Oxfam is hoping to recruit supporters to sign up to its petition for tougher regulation.
Creative agency Rainey Kelly Campbell Roalfe/ Y&R came up with the campaign to challenge people’s preconceptions of Oxfam as a second hand shop predominantly involved in emergency aid and position the brand as forward thinking and dynamic.
The illustrations and headlines were chosen to reference the energy and idealism of seventies counterculture, while the stencil device was used to give the ads a contemporary feel and position Oxfam as a dynamic organisation, not afraid to roll their sleeves up and get their hands dirty.
Last October Oxfam launched its biggest-budget branding drive pushing its Be Humankind message online.
The global relief organisation launched its most comprehensive digital marketing campaign to date, starting with a series of strategic portal takeovers, including MSN.