Oxfam
Over the past two years the Oxfam ’Generation Why’ sub-brand dramatically improved perceptions of Oxfam amongst people engaged in the youth programme. However, qualitative research into youth communications revealed a number of shortcomings. So, Oxfam commissioned ODD to develop a new communications strategy, identity and creative approach to their youth marketing – with was first seen throughout most of the UK music festivals of 2007 as posters and banners but also on other printed material, t-shirts, stickers, badges, animation, branded spaces and online. The brief was to refresh Oxfam´s youth identity to ensure that it appealed strongly to the target audience; adds value to Oxfam´s brand rather then diluting it; competes favourably with communications from other brands in the same marketplace. This audience often gets ’bulldozed’ with shocking or over-demanding imagery from other charitites. We wanted people to find Oxfam accessible and discover more information at their own pace and at a time witch didn’t interfere with their festival experience. Agency |  |  |  |  |  |