Oxfam Year End
CLIENT: Oxfam International
PURPOSE: Oxfam’s year-end campaign asked donors to know their privilege and pay that power forward.
Pay that power forward.
Oxfam’s year-end campaign focused on two distinct moments: Giving Tuesday and Tax Recovery time using digital ads and a series of emails with goals of acquisition of new donors and continued stewardship of existing donors. The campaign’s strategy and creative concept were developed through stakeholder interviews and revisiting and revising past strategies.
This campaign saw the highest number of donations and total revenue compared to the previous two years, and an average gift 16.35% higher than the target.
INSIGHT
“Poverty Exists Because of Power” —Oxfam. During peace talks, women make up only 10% of negotiators. 150 million people could escape hunger if women had the same access as men to farming assets. Women own 30% less than men in most countries. 70% of the 1.3 billion people living in extreme poverty are women and girls. In a season where feelings of powerlessness are at an all time high, we can support audiences to tap into their privilege and power by reminding them how much of it they have to share.
IDEA
We will reinforce for our audiences that when they give to Oxfam they are not simply donating money; that money becomes power. Power for women to determine the laws that govern her rights. Power to control her own finances. Power to build sustainable communities. Power to get an education. Power to uplift her friends and family. Power to realize a more equitable world. We will highlight stories of programs devoted to breaking down problematic power dynamics globally and how that has transformed whole communities.