The Drum Awards for Marketing - Entry Deadline

-d -h -min -sec


By Ishbel Macleod | PR and social media consultant

April 23, 2013 | 2 min read

Oxfam has unveiled the crowdsourced video it created with Coldplay to In My Place, which aims to raise awareness of land grabs.

Thousands worldwide took part in the creation of the video, moving something personal or familiar from their home to somewhere it doesn’t belong.

Director Mat Whitecross said: “Crowd-sourcing is a really exciting way to give creative power to the public. As a long-term supporter of Oxfam, I was keen to help and take on the challenge. I felt a huge responsibility to produce something that lived up to the commitment of the fans who had given their time and shared their voices to make real change. My parents were refugees so the issue of displacement, home and belonging are really important to me. I hope that the film helps bring the injustices caused by land grabs to a much wider audience. This is something we should all know about."

The World Bank influences how land is bought and sold on a global scale and Oxfam is calling for the World Bank to take action to prevent land grabs.

Oxfam’s head of UK campaigns, Sally Copley, said: “We are so grateful not only to Coldplay, but to the thousands of dedicated fans who have taken the time to engage with this idea of loss to help us produce this fantastic and unique film. The World Bank can help ensure that land deals do not leave poor communities without a place to live or grow food. They must act now.”

Earlier this month, The World Bank acknowledged it has a role to play, which Oxfam says it takes as a ‘sufficient win’.

Oxfam Coldplay Drum News

More from Oxfam

View all