Integrated Campaigns
Oxfam
East Africa
Hunger Crisis Campaign
The work
The brief was to create an awareness-raising campaign, primarily driven on 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. The project required collaboration across Oxfam teams and external partners.
Our approach
We developed a bold campaign designed to push boundaries. The concept was intended to spark collective outrage, encouraging audiences to share the issue widely. The hero video and supporting comms, were crafted to intrigue, shock, and inspire action. The campaign involved collaboration with newsreaders, prominent humanitarian leaders, and large-scale experiential OOH engagement. The visual style was intentionally stark to emphasize the severity of the situation, and evoke a sense of emergency.
Hero Campaign Video
In partnership with a writer, I led on the production of the hero video. My work involved conceptual development, storyboarding, content curation and production, design and video editing, as well as providing art direction to colleagues.
OOH PR Activation
Partnering with Projections On Walls, we turned prominent urban landscapes into massive digital billboards, amplifying our campaign’s message to capture the eyes of the public, the media, and political leaders alike.
158k YouTube Views
264k Twitter Engagements
220k Facebook Engagements
158k YouTube Views 264k Twitter Engagements 220k Facebook Engagements
Credit: Projection on Walls
Credit: Projection on Walls
Supporting Print and Digital
Leveraging the campaign’s sense of intrigue and shock, we created digital and print assets to spark curiosity and drive click-throughs to the hero video.
Event Communications
We produced a collection of posters to engage government officials, using first-hand stories of hunger to drive the message home. Close-crop portraits and poignant quotes were used to ensure a hard-to-ignore impact.
Credits
Creative direction: Janine Roberts, Alya Al-Khatib
Creative leads: Megan Shields (design), Vicky McGarvey (copy)
Video editing: Jean-Sebastien Durocher,
Matt Parker, Megan Shields
Design and animation support: Thomas Instone, Alan Turnbull
Campaign Manager: Alicia Bainbridge,
Head of Communications: Nadiya Fyle
Projections: Projections on Walls
Oxfam
Donate-by-Post Launch
The work
Establishment of a visual identity and production of communications for Oxfam’s new Donate-by-Post scheme. This included designing the donation bag, crafting supporting mail pack materials, and producing promotional social media ads.
Our approach
We balanced exclusivity with sustainability, ensuring the design felt premium while remaining aligned with Oxfam’s brand. The outer packaging retained Oxfam’s identity, while the donation bag itself prioritized the supporter’s experience. The back of the bag was used to engage supporters on sustainability and humanitarian impact. The explainer piece and social ads featured a clean layout with a strong visual hierarchy to simplify the process and encourage participation.
Credits
Creative direction: Janine Roberts, Alya Al-Khatib
Design lead and art direction: Megan Shields
Copy lead: Vicky McGarvey
Artworking & video editing: Alan Turnbull
Islamic Relief/DEC
Indonesia Tsunami Appeal
The work
Islamic Relief, as a member of the Disasters Emergency Committee (DEC), comes together with 14 other leading charities to raise funds quickly in times of extreme crises. I worked on the Indonesia Tsunami Appeal, to produce visual communications across print and digital.
Credits
Creative Direction: Jiblu Rahman
Design: Megan Shields
Copy: Islamic Relief