Oxfam - Stay in the Fight

Oxfam wanted to create an integrated legacy campaign that moved away from the downright patronising tone of traditional legacy ads, and serve as a boost for their Brand Love.

We decided to reframe how this audience is often positioned, really celebrating the impact they had - and continue to have - as the original protest generation. Our legacy proposition, ‘leaving a legacy could be your greatest act of defiance yet’, aimed to showcase the fighting spirit that both Oxfam and their legacy pledgers share, paving the way for our integrated campaign concept, ‘Stay in the Fight’. This idea encouraged this generation to continue supporting causes that were important to them during their lifetime by leaving a gift in their will to Oxfam, whilst taking the brand back to its bold and rebellious roots. We launched with a powerful legacy TV ad - the first TV ad they had made in over 10 years!

Our hero film follows the story of Edith, a former protester, as she shares her experiences with her grandchildren. Whilst she is talking, the film transitions between seemingly black-and-white flashbacks of Edith’s youth in London, before being revealed as present-day activism in Kenya, highlighting the importance of legacies and ongoing activism in effecting change. To achieve authenticity and credibility, we worked with a real climate protester, Joyce, and captured a real protest in Nairobi.

Alongside our hero film, assets ran across digital, out-of-home, print and radio. This included a full-page spread in The Observer on the 40th anniversary of the 1983 peace march in London’s Hyde Park (one of the largest public demonstrations in British history), calling on the generation that was there to stay true to their fighting spirit. As part of this, we reunited a group of original protestors to recreate powerful images and commemorate their impact - building an engaging press activation underpinned by research into inter-generational attitudes towards the fight for equality.