The campaign, created by a group of six agencies including RKCR/Y&R, WPN and MC&C, tells the story of six-year-old Dilip and how his life is lifted when his mother is given an Oxfam cow.
The cow becomes central to Dilip's mother and he is shown lifting off the ground as his dream of going to school becomes a reality. Other people in the community are seen lifted off their feet as the effect of Oxfam's work reaches them.
Oxfam aims to demonstrate the difference that can be made by one person's regular donation, while combating the recent drop in general income. It is Oxfam's general income that helps the charity to address poverty in areas that do not have general awareness from the news, and are consequently underfunded.
Funds created by general income cover the charity's support costs and can also be used at the beginning of a humanitarian disaster, before an appeal has been launched.
Mark Goldring, Oxfam’s chief executive, said: "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."
"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."