As part of a broader transformation strategy, Oxfam was looking at an overhaul of its fundraising strategy, organisational structure and repositioning of its core offering to the Australian market.
The rise of single-issue charities, for-purpose brands, and a world in permacrisis meant Oxfam’s message was losing relevance.
Momentum generated
A full brand refresh - with a simplified call to action to “Unaccept Inequality” was accompanied by a social first “Trillion Dollar Bill” campaign that showed the scale of the inequality problem.
The Trillion Dollar Bill and our brand relaunch campaign have been the best performing assets Oxfam has launched in the last decade, and the messaging will guide the brand for years to come.
