summer acquisition campaign
THE PROBLEM
In a world where global hunger was on the rise, where the cost of living crisis was putting a squeeze on Oxfam's fundraising audience, how could we raise more than ever, when it was needed most?
THE SOLUTION
I developed copy around the perfect proposition to ease a cold audience into the idea of giving: 'ending hunger starts small'. This kept our goal ('ending hunger') aspirational and rousing whilst inferring a minimal cost and effort for our audience.
TESTING
I then concepted and wrote a series of static and video ads for social media, as well as display ads for Amazon. These ads took a different approach, testing incentivised giving against cause-led giving, to make sure we considered the different motivations of our audience and enticed as many people to give as possible.
