Digital Marketing

Oxfam’s Gaza Ceasefire
Social Media

The work

For over 10 months, I was responsible for producing a continuous stream of paid ads for Oxfam GB’s Ceasefire and Stop Arming Israel petitions, alongside some organic social media support.

The work involved research, identifying content hooks, content and creative development, and production and delivery of ads, whilst ensuring relevance to audiences and closely following situational updates, news and social discourse.

Our approach

This was a fast-moving project, requiring close collaboration with Oxfam’s internal teams. We adopted a test-and-learn approach, continuously reviewing performance and insights to guide the creative and content strategy. Over time, the creative direction became increasingly focused on simplicity, urgency, and fostering an emotional connection with the audience.

Static Paid ads

Animated Paid ads

Organic Carousel

Credits

Art direction, content curation, design and video editing: Megan Shields
Copy: Vicky McGarvey
Creative Support and Sign off: Thomas Instone
Campaign Engagement: Charlotte Newton, Helen Honstvet
Paid Social: Hannah Hooley, Stef Atkins
Organic Social: Max Van Woerkom

Amnesty International
Light the Way Campaign

The work

Development of a visual identity for creative agency Grassriot’s Light the Way concept and delivery of a full suite of digital campaign assets for the supporter journey, including social ads, emails, and landing page banners.

Our approach

We created warm, empowering visuals focused on collective action, motivating the audience to take a simple action that could spark a movement. Strong use of Amnesty’s brand colors ensured immediate recognition and a clear connection to human rights advocacy.

Credits

Creative Direction and Concept: Grassriots
Design: Megan Shields
Copy: Grassriots

Oxfam’s Make Polluters Pay
Social Media

The work

Ideation and production of a steady stream of paid and organic social media ads to engage supporters and warm audiences, driving action for Oxfam’s climate justice campaign: Make Polluters Pay.

Our approach

We used a mix of emotive, story-led content and bold, action-driven campaign ads to channel outrage at the world’s biggest polluters. Carefully selecting imagery and using the campaign’s established look & feel - a risograph effect emphasizing pollution as dirty and destructive, contrasted with a vibrant green to evoke a sense of discomfort and to amplify the campaign’s urgency. Wide-shot eye catching photography were chosen to highlight the scale of the impact on communities, and to immerse the audience in the feeling of that environment.