Oxfam - "Roar"

Y&R London

Y&R London London, United Kingdom

9638

This ad is part of the ACT Responsible Collection

Brand: Oxfam
Country: United Kingdom

Advertiser: Oxfam

Title	Roar
Agency	Y&R London
Campaign	Be Humankind - Oxfam
Advertiser	Oxfam
Brand	Oxfam
Date of First Broadcast/Publication	2008 / 4
Product	Be Humankind
Business Sector	Charities, Foundations, Volunteers
Tagline	Be aware. Be moved. Be involved.
Story	Created by RKCR/Y&R, it is routed in the idea that the third world no longer exists, and that the issues affecting the world’s most vulnerable people are intricately intertwined with our lives, whether they be Climate Change or buying Fairtrade goods. The communications are designed to confront head on people’s inaction; while many are aware of the issues facing the world’s poorest people, rarely does this understanding translate into action. Oxfam hope that their new campaign will stir people to act. Be it by signing a petition or making a donation, Oxfam are inviting everyone show their humankindness. Most of the brand refresh takes place outside of the world of advertising and stretches across the whole organization, from stores to street teams, music festivals to mailshots. Throughout the process RKCR/Y&R have been working closely with Oxfam’s in-house teams to ensure that the sentiment is expressed in the most potent way whatever the medium. The brand refresh launches with an animated TV ad, heroing an elderly lady walking down the street. In the ad we see some people turn a blind eye on some of the big issues facing the world. However, the culmination of the ad illustrates how ordinary people who feel motivated to act against injustice can have a powerful impact on the world. The 40 second spot will also be the platform that launches Oxfam’s new strapline: Be Humankind. An eye-catching, colorful, provocative poster campaign also launches today, again based on the Be Humankind theme. A variety of executions (see below) encourage people to think about and get involved the issues facing them: • “Wanted. Jumpers, coats and people with their knickers in a twist.” • “Get rich quick. Give.” Julie Wood, Head of Corporate Communications at Oxfam says: “This campaign makes people take a fresh look at the Oxfam they think they already know. A lot of people want to see change but feel useless when faced with the issues. But it's not difficult - a lot of the world's problems can be solved by them, if they just channel their passion for change into the right people and places.” Richard Exon, CEO of RKCR/Y&R adds: “Oxfam is one of the most famous and effective charity brands in the world, and is leading the way in its approach to engaging everyone in its work. This campaign is a rallying cry to encourage people to stand up and be counted.”
Philosophy	'Be Humankind'
Problem	Reposition the Oxfam brand to reflect what a dynamic, modern and innovative organisation Oxfam is.
Result	None as yet
Media Type	Television
Length	40 seconds
Market	United Kingdom
Copywriter	Steve Moss
Art Director	Jolyon Finch
Account Planner	Joanna Bamford
Account Director	Dhalia Nahome
Account Manager	Mark Graeme
Production Company	Passion Pictures
Agency Producer	Claudio Gorini
Agency Producer	Maria Prado-Uricoechea
Actor / Celebrity	Jarvis Cocker
Executive Creative Director	Damon Collins
Account Executive	Dale Kirsop
Executive Creative Director	Mark Roalfe