Radio Silence, Oxfam GB

Integrated campaign | Concept, narrative & delivery

I led Oxfam’s 2025 festivals campaign, launching at Glastonbury Festival, shaping the concept, narrative and multi-channel delivery end-to-end.

I developed Radio Silence: a platform rooted in music, storytelling and resistance to engage audiences without disengaging them from complex realities.

The campaign translated high-risk global issues into a culturally resonant experience across live, digital and broadcast channels.

Using pirate radio culture to amplify voices the world ignores

Oxfam × Glastonbury

Client
Oxfam GB

Year
2025

35,000+ sign-ups

• 800+ regular donors

• industry award nomination

• Secured year-two rollout

• 35,000+ sign-ups • 800+ regular donors • industry award nomination • Secured year-two rollout •

Creative Challenge

Bring attention to unseen humanitarian crises in a festival environment built on joy while navigating political sensitivity, reputational risk and a late-stage shift in brief.

Audience Insight

Festival audiences care deeply about injustice — but switch off from heavy, doom-led charity messaging. To engage them, the work needed to feel culturally relevant, emotionally resonant and authentic.

Creative concept

In a system that drowns out real stories, I used sound, music and storytelling to cut through the noise — inviting people to reconnect and make hidden crises impossible to ignore.

Inspired by pirate radio and underground music culture, the campaign tapped into a legacy of resistance – found both in British subculture and at the heart of Glastonbury Festival.

Radio Silence

The problem isn’t apathy.

It’s disconnection.

End-to-end ownership

Integrated Execution

Delivered copy for every touchpoint & fully integrated execution across web, email, social, print, film and on-site activations at the festival itself.
Cultural Platform

Built a culturally-led creative platform rooted in music and oral storytelling traditions from the communities we were representing.
Audience-First Messaging

Translated complex humanitarian issues into clear, emotionally resonant messaging without diluting the truth or the stakes.
Ethical Storytelling

Centred lived experience across every touchpoint — ensuring partners and communities were represented with dignity and power, not pity.
Global Partnerships

Partnered with DJs and radio stations worldwide — from the West Bank to Sudan, capturing real voices and music from the places featured in the campaign.
Real Value-Exchange

Turned Oxfam’s campaigning eBook into an audiobook value-exchange for new supporters — strengthening the creative concept.