Oxfam launches 'Lift lives for good' fundraising campaign

Oxfam: launches its Lift lives for good campaign
Oxfam: launches its Lift lives for good campaign

Oxfam has today launched a fundraising campaign, "Lift lives for good," to highlight the difference made to people's lives through the charity's long-term development projects.

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."

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer