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Oxfam

Using the power of TV to create a Fairer World

Oxfam launched its first major TV campaign in nearly a decade, successfully driving understanding, consideration, and action to bridge an Engagement Divide. Targeting Engaged Global Citizens (EGCs), our analysis revealed that fostering a deeper emotional connection with this audience was key. By leveraging the strong existing relationship with 35-54 EGC superfans, we could accelerate engagement and impact.

What we did

To achieve this at scale, TV emerged as the perfect platform, offering the reach, credibility, and emotional storytelling power required. We brought Oxfam’s stunning “There is no them, just us” creative to life using a cutting-edge TV strategy—combining disruptive buying techniques and a fully integrated approach across linear and beyond.

 

What we did

To maximise our budget, we needed to leverage everything that TV in 2024 had to offer so we partnered with C4 to utilise their Premiere Ad Break. Knowing that our EGC audience are outward looking and engaged with global affairs, we worked with C4 to create a solus break in the C4 news as our premiere spot. This is not a spot that normally exists, enhancing the ‘disruptive’ feel of the creative.

What we did

We supplemented this linear strategy with BVOD activity across multiple partners to ensure lighter linear viewers were still engaged with our important message.

Our campaign for Oxfam delivered outstanding results across all four objectives. We exceeded planned TV impacts for the key 35–54 audience by 10%, with TV proving three times more effective than any other channel during the campaign. Brand perception saw a 30% uplift among Engaged Global Citizens who felt Oxfam aligned with their values, while consideration to support Oxfam rose by 20%. Most impressively, campaign actions surged by 50%, and free will requests—a key indicator of long-term legacy giving—rose by 156%.

  • 30%

    Uplift in EGCs agreeing that “Oxfam represents my values and beliefs

  • 20%

    Increase in consideration

  • 50%

    Rise in campaign actions vs. the pre-campaign period

Our work

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