Oxfam unwraps Christmas campaign with Live & Breathe
Oxfam has unveiled its in-store and windows Christmas campaign, set to launch early November, with Live & Breathe.
The campaign draws on both the ‘Oxfam Unwrapped’ offers and other items and gifts from the charity’s range, featuring a high impact gift tag with a range of messages.
Smaller gift tags carry a range of messages including - ‘To Dad, it’s the thought that counts and when I saw this I thought of you’ - ‘Sis - Six words – this took me ages to find. Love you’.
Live & Breathe has drawn on seasonal colourways and existing themes such as Archie the Oxfam goat, the face of Oxfam Unwrapped, for the assets, which have been tested prior to the launch.
Nick Gray, MD of Live & Breathe, said: “Christmas is a key retail period for Oxfam, both on the high street and online. Many want to give a unique and thoughtful gift, but are either short of time, especially so in the festive season or are unsure what to buy and therefore appreciate seasonal inspiration and guidance. Oxfam has a wonderful gift range and our campaign has been designed to showcase this and to clearly dispel any myths might remain around the charity as a retailer of second hand goods.”
Emails to donors, online and social media activity will follow in the run up to Christmas; all featuring Oxfam’s strapline for the season: ‘your gifts, their futures’.
Sara Griffiths, communications officer at Oxfam, said: “Oxfam has a diverse Christmas offering. We needed interactive and engaging window and in-store messaging to attract and educate new customers, or remind them of our gift offering. Our core 35-40 year old female audience is world-aware without being worthy, and matching the gift to the person is more important than price.
“We want our customers to feel good about Christmas shopping at Oxfam, knowing that 100% of the profit from their purchase goes to Oxfam’s programme around the world, and the recipient to feel they have received a thoughtful and interesting present.”