Y&R London and Oxfam Announce ‘The End’ for Extreme Poverty
New poster campaign uses vintage movie credits to tackle entrenched defeatist narratives
Y&R London and Oxfam have unveiled their new campaign to reposition the issue of extreme poverty in people’s minds as a problem that can be consigned to the past.
“As part of the global movement to end poverty, Oxfam has always refused to accept that it is either inevitable or unbeatable. Too many people are unaware that extreme poverty has been halved in the last fifteen years, so they also carry the feeling that it can’t be beaten. The good news is that it can, but only if we all work together, and getting across the idea of “The End” of poverty is a crucial step in this journey towards a brighter, fairer world.”
Jack Lundie, Director of Communications, Oxfam
The series of print, OOH, DOOH and social executions aim to counteract common, inherent, negative assumptions around solving extreme poverty. The posters represent a call to arms, inspiring people to join the Oxfam cause and support their commitment to bring about ‘The End’ of poverty.
Oxfam’s commitment to end extreme poverty is admirable and real, and it deserves a creative idea with the ambition to match. The use of classically-designed cinematic end titles to deliver the belief that poverty is a condition that should be consigned to history is a beautifully simple yet powerful construct, and we’re extremely proud of the impact and timeliness of this campaign…”
Jon Burley, CCO, Y&R London
Categories: OtherVMLY&R London, 6 years ago