Oxfam launches long term global 'Grow' campaign

The campaign, which kicks off this week with the debut of a film created by fashion photographer Rankin, deliberately adopts a positive tone after research found that consumers were more receptive to an upbeat message. This represents a change in tack for Oxfam - as well as charity marketing in general - which tends to highlight the plight of victims of poverty.

While Wolff Olins is behind the global aspect of the campaign, Oxfam is using myriad agencies to adapt work for individual markets.

Ads that form part of the over-arching campaign feature striking two-tone purple and green typography. The bold copy headline reads 'Grow. Table for nine billion' and is followed by the words 'Food. Life. Planet.'.

Smaller print explains 'Soon there'll be nine billion of us on the planet. All of us, our friends and our families, deserve to eat. The food, water and land we all rely on could soon be used up. So more of the same is not enough.

'It's time to change the way we produce, consume and share. Grow is the new campaign to do just that. Starting now. To grow for all. A better way of living. Shared solutions for a safer planet. So the next generation can join us at the table. Let's make food, life and the planet grow.'

Robert Jones, brand consultant at Wolff Olins who leads its Oxfam account, said, "We are very proud of 'Grow', a game-changing campaign that is the first of its kind to frame global food issues in a positive context – that there can be enough for everyone in the world if we make practical positive changes in how we produce, consume, share and manage our resources."

Wolff Olins was appointed to Oxfam's roster last year, with a brief that included a single international identity for the charity. 

Other celebrities endorsing the campaign include actress Kristin Davis, supermodel Helena Christensen and TV presenter Zoe Ball.

This article was first published on campaignlive.co.uk.