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 – which 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 than 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 charities. We wanted people to find Oxfam accessible and discover more information at their own pace and at a time which didn’t interfere with their festival experience.

Live your life, change your world.

Festival Film produced by PAM paulanthonymalcolm.com

Festival Photography by Zac Ella