Oxfam East Africa
Hunger Crisis Campaign

The work

The brief was to create an awareness-raising campaign, primarily driven by social media. In partnership with a copywriter, and with support from the teams Creative Directors, I led the creative vision for the campaign, shaping the concept and overseeing all design touchpoints, from experiential OOH activations to print and digital assets. Work involved creative production of the hero video, including concept development, production, storyboarding, art direction, and video editing support. The project required collaboration across Oxfam teams and external partners, including OOH experiential creatives.

Our approach

We developed a bold campaign designed to push boundaries, provoke audiences, and highlight the real F-word of 2023—Famine. The concept sparked collective outrage, encouraging audiences to share the issue widely. The hero video and supporting comms, were crafted to intrigue, shock, and inspire action. This campaign broke new ground for Oxfam, featuring collaboration with newsreaders, prominent humanitarian leaders, and large-scale experiential engagement. The visual style was intentionally stark, with a black background throughout to emphasize the severity of the situation, and bright red to evoke a sense of emergency.