OXFAM UNTOLD STORIES OF HOPE

      OXFAM | UNTOLD STORIES OF HOPE     CLICK TO READ MORE   Every day Oxfam is doing incredible work to ensure that those who have lost or are returning to their homes – often to devastated communities and destroyed houses – in the ISIS occupied territories in Iraq are able to […]

 
 
 

WE REPORTED FROM THE FRONT LINE

OXFAM | UNTOLD STORIES OF HOPE

 
 

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Every day Oxfam is doing incredible work to ensure that those who have lost or are returning to their homes – often to devastated communities and destroyed houses – in the ISIS occupied territories in Iraq are able to do so in safety.

We wanted a new millennial audience to think differently about Oxfam and their work at a time when they too would be thinking of heading home for Christmas.

This audience, however, is very selective about who they trust to bring them news like this, and such a complex and nuanced issue needed a partner with real credibility.

So we teamed up with VICE to report from the front lines and bring us the untold stories of hope behind the headlines. Our five in-depth photo and video editorials were supported by social posts across VICE’s channels and a bespoke digital campaign centered around a UK-first donation mechanic, through which VICE donated £5 for every person to click through to the stories.

Our goal of engaging this new audience was a resounding success, with an average dwell time on the editorials of six minutes and 97% positive social sentiment around the campaign – not to mention comfortably reaching the donation target many times over.