New idea!

I have returned to the idea of " With Oxfam We Can". Not only does this flow off the tongue and stay in the memory, but it also does exactly what the brief is asking, it symbolises an engagement between the public and oxfam, and how by working together they can really make a lasting difference. 

And as for a way of making that connection, not only do I want to highlight the shared values between us and people in poverty, but I want to demonstrate and symbolise just how easy it could be to make a difference. I am going to research further into these ideas.

Searching for a style.

I think I have settled on a poster campaign. Not because it is the 'obvious choice', but because it is one of the best ways to get a message across to the public. They can be found on ever street corner, every station and in every bus, tram or taxi.

I started to look at styles that I could use. I think the best approach is to go bold yet simple. Catch the eye, then get the message across quickly and don't give them an option to take their eyes off the poster. Here are some great examples of simple, minimal posters.

Understanding the connection.

I have decided to go back to basics and and really try get to the bottom of what could connect our public with those in need and in poverty. By simply listing everything I can think of for both sides I have managed to make a surprising amount of connections between the two. It is quite an eye opener for me, and really highlighted that we're not that different at all as our fundamentals are all the same. We all need food, drink, shelter, happiness, medicine...etc. This is the kind of message that I need to try get across in my outcomes, because these are the facts that could engage with people and make them do something to help.

Not working

Although i think i am on to a good idea with the wall for life, i have stalled in the development of the campaign ideas. I found out that it is something very similar to what people can do at football stadiums, so there it is already being done in a way. I also struggled to think of promotional material for it. I had the idea that each member gets an oxfam pack through the post box, but gone are the days when people would wear their 'oxfam broach' with pride. I need to think more simple yet hard hitting, so that the main point of eradicating poverty cannot be lost. I will research some more in search for an outcome.

Initial design ideas.

While trying to think of ways to develop with OxfamWeCan I came up with two different ideas, one more fruitful than the other. One was the idea of connecting a 'u' with the oxfam logo to create an infinity symbol. This represents the idea that with you and oxfam together can offer infinite help. 

The other idea that I hav which is more hopeful is the Oxfam Wall of Life. This is the idea that people do something to raise money on their own or as a group, and as they pass certain milestones they get a plaque put onto the 'Wall of Life'. This engages with the target market as they too get something back. And although we don't say so, we all love to show off the fact that we have done something good! If there was a wall in each major city this could become a very successful campaign. I would have to think about ways to reach people though and to advertise, which could be a challenge.

 

My approach.

 

 I decided that the best way to approach this brief was via a campaign. This is surely the most effective way to answer all that the brief is asking, engagement, provoke action, connections and individuals working together. I started to look at a tag line or name for the campaign, something rememberable and that wont get boring. Oxfram Reach and Oxfam Unite are quite good, but I think my favourite is OxfamWeCan. I will carry on from here and venture down this path.

 

How do the others tackle it?

 

I thought it would only be right to look at the 'competition' (not sure if you can call it that as they are all aiming to do good for the world) and how they campaign and advertise. Unicef have some really powerful imagery, that is so simple yet really makes you stop and think. I think the key to their style is the use of items that we use every day and don't associate with the likes of death, famine and child labour. 

 

Wateraid have really brought their ad to the forefront when it comes to styling. Illustration is huge at the moment and because it is so exciting to look at, people naturally pay attention. And as a campaign, i think the wrist bands have been one of the most successful ever. Life managed to create a buzz about a product that at one stage was being worn as a fashion item alone, yet the money people spent materialistically still went to fight such issues as bullying, poverty and illness. They really nailed it on the head with that idea.

Oxfam International's new look.

I came across this gem. Barcelona based studio Hey! were given the task of rebranding Oxfam International. They threw the stereotypical images of malnourished children an disease out the window, and cleverly used iconography and typography to create a really bold statement for oxfam. This is definitely the route that I wish to take. This makes people stop and wonder what it is, and it is a breath of fresh air that such a style is being used to campaign for oxfam. There isn't anything sterotypical about these designs. I also love the colours used and how they make a 'family' of posters. Love it!

Oxfam unwrapped!

 

After my last search into Oxfam's existing campaigns I really wasn't motivated at all, and quite disgruntled that I hadn't found much material. However, I then came across Oxfam Unwrapped. I don't know how I missed this, but I have known about it for a number of years now and think it's an amazing project. Above are two poster designs, and below an advertisement for the campaign. This is something really unique, and that I immediately link to oxfam, and it really is a happy campaign, and one that enables people to make a real difference, but without 'getting their hands dirty' because that's what oxfam are there for. I love the idea of creating a campaign that has the same message and image as this, but it would be hard to pull off.

The oxfam approach.

 

I decided to see what campaigns and advertisements oxfam already had done, and I was surprised to find that there wasn't that many given the stature and power of the charity. I have a few examples here, and I really like the edited graffiti stencils as I think their message is quite hard hitting, but the other two are the kind that I wouldn't look twice at. That may sound harsh, but it isn't that, it's more the fact that it has been done before. There is nothing in these 2 designs they stops me and makes me think, "I want to be part of what Oxfam are trying to achieve." That is the main point that I have taken from looking at these existing designs.

  

About oxfam

  Oxfam is an international confederation of 14 organisations working in 98 countries worldwide to find lasting solutions to poverty and injustice. Oxfam works directly with communities and seeks to influence the powerful to ensure that poor people can improve their lives and livelihoods and have a say in decisions that affect them.Here is a mind map that really picks apart oxfam and looks at everything they do and the issues that tackle in the uk and around the world. 

 

Delving deep!

Here are some notes that I made on the brief, trying to get to grips with what they were asking of me and also some initial ideas that I wrote down to make space in my head. The main words that kept popping up were, "engaging", "triggering", "inspire" and "support. I think however I tackle this brief it has to be done in a way that isn't something that has been seen before, because that is when your audience will switch off and not pay any attention. Everyone knows about the poverty in the world, but the trick is making them take notice and do something to help.

Brief chosen!

The brief that I have chosen is the one set by oxfam, the aim is to "Present and idea that engages support for oxfam by triggering shared values and concerns in a wide range of people." The reason I have chosen this brief is because it is believable and is trying to tackle a very real issue, something which I believe I could really put my heart into and enjoy doing, and that is when you get the best results. Below is a copy of the brief that I have been through with a fine comb, picking up on every key issue and trying to get my mind into gear to tackle this brief.

Time to choose.

 

Time to chose what brief I am going to undertake for this years d&ad competition, and also to submit for my course. As always there are a host of different briefs catering for all disciplines, I just have to find one that I can connect with and produce quality outcomes for.