Oxfam International has this week unveiled the next step in its GROW campaign - Behind the Brands, which ranks the social and environmental policies of the world’s 10 biggest food and beverage companies.
Unveiled in Australia, USA, Canada, France, UK, China, Hong Kong, Spain, Ireland, Mexico, New Zealand, the Netherlands, Italy, Japan, Brazil, Russia and the Philippines, the campaign was designed and produced by Code Computerlove.
Code Computerlove was awarded the work following a competitive three-way pitch and comes on the back of work on Oxfam’s global rebrand.
Stefan Shaw, creative director at Code Computerlove, said: “An important factor of this campaign is how easy it is for all Oxfam affiliates across the globe, and other organisations or campaigners that want to back the campaign, to use the assets within their campaign communication in so many different ways. The marketing materials are all multi-platform, quick, simple and easy to digest, very sharable across all platforms and channels, can be personalised and easily embedded into websites and other digital channels.”
The campaign includes a video (produced in conjunction with Chief productions and directed by Sing J.Lee), responsive design website, and on and offline communication tools such as posters and infographics.
The first public action looks at Nestle, Mondelez and Mars for their failure to address inequality faced by women who grow cocoa for their chocolate producers.
Jeremy Hobbs, executive director for Oxfam International, said: “By contacting companies on Twitter and Facebook, or by signing a petition to their CEO, consumers can do their part to help bring lasting change in our ‘broken’ food system by showing companies expect them to operate responsibly.”