Oxfam launches Grow campaign
Oxfam has launched a new campaign called Grow with an identity designed and developed by creative consultancy Wolff Olins.
The four year campaign will call on governments, businesses and consumers to embrace measures aimed at securing the world’s food supply through a combination of print and above the line advertising..
These include taking action on climate change, minimising food price fluctuations, preventing landgrabs and halting the move toward biofuels.
High profile backers of the campaign include former President Lula of Brazil, Archbishop Emeritus Tutu and Scarlett Johanssen.
In the UK the campaign will be marketed under the “System’s bust’ creative, developed with agency RKCR/Y&R.
This attempts to tap into how the public are feeling about the world, stimulated by photography of people in Kenya holding a whole days food in their hands.