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Oxfam Mother's Day

Oxfam looks to celebrate mums with The Happiest Mother’s Day Card


By Ishbel Macleod, PR and social media consultant

March 17, 2014 | 2 min read

Oxfam is creating a real time giant Mother’s Day card, with members of the public able to dedicate squares on the card to their mothers.

When a square is dedicated, it will become illustrated by Lizzie Mary Cullen, with the aim to break the world record for most contributions to a greetings card.

John Lucas, supporter development manager at Oxfam, said: “The aim is to mobilise networks and communities of people to come together and share in a celebration of mums by creating something that is very social and sharable, while at the same time very personal.”

Creative agency Proximity London devised the strategy, creative concept and execution for the campaign, with the technology handled by Grand Visual.

The main technical challenge was to ensure the squares dedicated online are perfectly synched with the live card. That way the artist will always know the physical area in which she can paint.

Dan Dawson, creative technology director at Grand Visual, said: “This multichannel campaign required a sophisticated creative technology solution to bring together the digital and real world elements. The execution delivers the digital experiences that fit with our on-demand lifestyle, whilst providing a physical brand experience at Westfield London and a physical card for those desiring more tangible experiences.”

After dedicating a square, the public can watch a live video stream of the artist working on the card and also make a small optional donation.

John Treacy, executive creative director at Proximity London, added: “The Happiest Mother’s Day card blends a live event with digital innovation to create a powerful idea that drives awareness, participation and ultimately donation. But more than that, it’s also a celebration of some of the most powerful and important people in the world, in the run up to the day we think of them the most.”

Launching on Wednesday 19 March at Westfield London, the art event will run for five days until Sunday 23 March.

Oxfam Mother's Day

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Proximity London

Proximity London is an award-winning customer experience agency that brings brands and people closer together through authentic human experiences.


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