Oxfam Canada
Category
Social Media Campaign
Industry
Advocacy
Role
Copywriting, Creative Direction
Background
Oxfam Canada works tirelessly fighting poverty and inequality around the world, with a focus on women's rights, humanitarian aid, and long-term advocacy for the communities most affected.
Challenge
Oxfam's mission is urgent, but on social media, important work gets lost in the scroll. Going head to head with cat memes and travel pics is a fight most brands lose. The challenge was finding a voice credible enough to represent the organization and personal enough to stop someone mid-feed.
Process
I start by diving deep into their existing content, the content of organizations in the same space, and the behavior of those audiences. I needed to find the gap between what Oxfam was saying and what was landing. Lead with people, not policy and politics.
Solution
The result was a cohesive social presence built around human-centered storytelling. Those closest to the problem and those closest to the solution. A consistent message that made global issues feel immediate and personal without oversimplifying them.
