Brand strategy, copywriting
Light a fire for the next generation of activists.
The rise of single-issue charities, for-purpose brands, and a world in permacrisis meant Oxfam Australia was at a pivotal moment in time. This was compounded by a supporter base that was getting older and not being replaced with a younger demographic, and a broad remit that Australians struggled to distil into a singular thing they were known for.
As part of a broader transformation strategy, it was looking at an overhaul of its fundraising strategy, organisational structure, and repositioning its core offering to the Australian market.
We started with deep consultation with a wide variety of stakeholders, but ultimately landed on the development of a brand platform that was unifying, simple and had the mobilising energy needed to cut through: Oxfam Australia was the not-for-profit that stood up and urged Australia to “Unaccept Inequality”. This was built into a brand strategy and launch campaign, and complemented with direction on the behaviours the organisation needed to put into practice, and the myriad templates required for their internal teams to be able to execute against it.
After one year of the campaign being implemented through every facet of the business, and a variety of campaigns delivering a revitalised message, the results are compelling. The Trillion Dollar Bill reached more than 1.5m people, there’s been a 24% increase in brand differentiation, and a 19% increase in brand connection.