Oxfam looks to ‘reinvigorate’ brand in marketing campaign

Oxfam is launching a marketing campaign that highlights the long-term development work it does in a bid to “reinvigorate” the brand and appeal to new supporters.

oxfam-liftlives-2013-460
Charity Oxfam looks to reinvigorate brand in marketing campaign.

Launching on Thursday (26 December), the ‘Lifting Lives for Good’ push is a break from Oxfam’s usual focus on its humanitarian work in the wake of disasters such as the recent typhoon in the Philippines. It aims to show the “ripple effect” of Oxfam’s work and boost fundraising to address poverty in areas that have not hit the headlines and are therefore underfunded.

Mark Goldring, Oxfam’s chief executive, says: “We want the public to know that by supporting Oxfam they won’t just be saving lives today, but they will be strengthening lives forever.”

The 60-second ad, created by brand agency RKCR/Y&R, tells the story of six-year-old Dilip, whose fortunes are improved when his mother is given an Oxfam cow. The animal gives the family an income, meaning Dilip can fulfil his dream of going to school.

Oxfam says the ads are meant to push the message of “long-term change across entire communities” in order to boost donations. Many charities have struggled to maintain fundraising levels in recent year, with Oxfam admitting that its “general income”, which goes towards fighting poverty in areas that might not have hit the headlines, is down.

The new campaign is part of an “ambitious plan” to change how people view Oxfam and appeal to the next generation of supporters that might only know about the charity’s humanitarian work. The ads will call for donations to help the charity “bring global poverty to an end and lift lives for good”.

Goldring adds: “Long term supporters of Oxfam know and love the work the charity does to alleviate poverty. However in these times of economic instability we needed to come up with an ambitious plan to reinvigorate how people see us and bring in new support.”

The Lifting Lives for Good campaign goes live on Oxfam’s website on 26 December and will be supported by TV, outdoor and digital ads, as well as a direct marketing push.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here