Ashley Roca
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Oxfam America
Agency: C+K
Role: Motion Designer, Storyboard Artist
Motion Lead: Erik Fong
Role: Motion Designer, Storyboard Artist
Motion Lead: Erik Fong
Problem: In 2023, Oxfam America navigated major fundraising and operational hurdles driven by escalating global crises, including surging food prices, severe East Africa drought and famine threats, regional conflicts, and systemic climate finance shortfalls. Furthermore, high inflation, and competing emergency appeals forced humanitarian organizations to work harder to maintain individual donor retention and baseline contributions.
Solution: C+K conducted a brand lift test for Oxfam by launching multiple different 30 second ads, each with a different script and theme. The theme here: “Visual Connection” answered the question: How do we empower donors to make a difference when they feel overwhelmed by the choice of choosing a cause to support?
Oxfam was able to raise $81.4 million for the 2023 fiscal year, reaching 15.5 million people across 80+ countries including South Sudan, Ethiopia, Kenya, Somalia, and Gaza.
Solution: C+K conducted a brand lift test for Oxfam by launching multiple different 30 second ads, each with a different script and theme. The theme here: “Visual Connection” answered the question: How do we empower donors to make a difference when they feel overwhelmed by the choice of choosing a cause to support?
Oxfam was able to raise $81.4 million for the 2023 fiscal year, reaching 15.5 million people across 80+ countries including South Sudan, Ethiopia, Kenya, Somalia, and Gaza.