Oxfam is today setting out its vision for the future in a new global campaign created in collaboration with Wolff Olins.
The GROW campaign will run across digital, print and above-the-line advertising and its message is to ensure that everyone has enough to eat always.
High-profile backers include actress Scarlett Johansson, former president Lula of Brazil and Archbishop Emeritus Tutu.
Robert Jones, who leads Wolff Olins’ work with Oxfam, 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.
"Research provided a key campaign insight that said audiences want to hear a positive vision for the future, to understand Oxfam’s plans to get there and how they can be part of the plan. We worked hand-in-hand with the Oxfam team to co-create a campaign that inspires people to take action without trivialising the central issues."