Oxfam

The Brief

Oxfam’s mission is to eradicate poverty and suffering with the help of others. They know there are large groups of people across society who share their values and concerns. These people are ripe for engagement, the challenge is reaching them and encouraging them to act in meaningful ways. Taking action goes beyond just giving money; it means doing something to help, being noticed asking for change, putting pressure on people who can make change happen – either alone or in groups, online and offline.

Successful work will present something that triggers these mutually shared values, aligning supporters with Oxfam’s pledge to overcome poverty and suffering, and through this engagement and empathy, inspiring them to action.

Central to this brief is the challenge of ‘campaign engagement’. Work that is successful will not just provoke immediate (and possibly one-off) action. It will open up the possibility of long-term attitudinal and behavioural change in a wide range of people. It will demonstrate that taking positive action benefits everyone. It will generate new long-term supporters aligned with Oxfam, rather than just one-off responses to particular issues. You are trying to create a relationship between Oxfam and it’s supporters.

Concept/Proposition

Oxfam is a global movement of people passionate about putting an end to poverty.

We respond fast in emergencies, and stay to help people rebuild their lives.

We work on long-term projects with people determined to shape a better future.

And we campaign for genuine, lasting change.

Together, we’re up for moving mountains, going that extra mile. Together we’re humankind.

Target Audience

Oxfam need to reach a wide demographic of new people and inspire in them a desire to become involved with Oxfam. They may not yet be engaged at all with any charity or they may occasionally support specific campaigns.

Considerations

• We are looking for work that inspires action. Read the supporting documentation to understand Oxfam’s definition of action.

• Supporters are increasingly issue-led rather than loyal to one charity. We are looking for work that inspires loyalty to Oxfam.

• We are looking for work that identifies new ways and opportunities for Oxfam to communicate and amplify the voices of the poor and the suffering.

• Belonging to a tribe is an important part of society’s norms - how can people demonstrate their allegiance to Oxfam?

• How can Oxfam counter scepticism. Scepticism that takes many forms: doubt that aid really does work, that any one person can make a difference or that real change is possible.

Mandatory Requirements

Oxfam Logo / URL

Deliverables

This category will be judged in two rounds with physical work not required until round two. Please see the Formatting Guidelines PDF.

Studio Deadline

Tba