There Is No Them, Just Us, Oxfam GB
Hero Brand Campaign (HBC) | Digital journey, messaging & engagement
Turning brand awareness into collective action
As lead writer for cold digital, I shaped the end-to-end supporter journey following Oxfam’s hero brand campaign — translating high intent into meaningful engagement.
I introduced a persona-led quiz and multi-pathway experience grounded in behavioural insight and anti-racist principles.
This reframed giving as solidarity, not saviourism, while delivering a cohesive, high-performing digital ecosystem.
Client
Oxfam GB
Year
2024
+27% web traffic
•
2x campaign actions
•
+165% legacy enquiries
•
+43% email revenue YoY
•
+27% web traffic • 2x campaign actions • +165% legacy enquiries • +43% email revenue YoY •
Creative Challenge
Convert high-intent audiences searching ‘Oxfam’ after the brand campaign, building meaningful engagement and strengthening the new brand story.
Audience Insight
People care about inequality but often see it as distant. Traditional charity narratives can reinforce this, positioning people as passive observers or saviours rather than equal partners in the movement for change.
As lead writer for cold digital, I designed a coherent, behaviour-led supporter journey that actively challenged donor narratives.
Approach & outcomes
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Reframed the role of the supporter
Positioned giving as solidarity, not saviourism — shifting from ‘helping others’, to participating in collective change
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Designed for identity, not just action
Pitched and developed a persona-based engagement quiz, aligning supporter motivations with values like justice, community and shared power.
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Built inclusive journeys at scale
Led copy across five distinct pathways and CTAs, ensuring messaging reflected dignity, agency and lived experience at every touchpoint
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Embedded anti-racist principles
Actively challenged language, framing and imagery that could reinforce bias — prioritising community voice, safeguarding and representation
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Delivered a connected ecosystem
Paid and organic social, landing pages and email journeys — creating a consistent, values-led experience
Hero Brand Campaign landing page
Crafting Oxfam’s new brand narrative across web — leading with shared compassion, humanity and unity, inviting audiences to join the collective movement for a fairer world.
Champion persona for campaigners
Example of paid ad
Campaigning webpage
Campaign impact
+27% web traffic uplift
2x campaign actions
+165% YoY increase in legacy enquiries
19% paid search CTR
Contributed to +43% YoY email revenue growth