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.
Radio Silence
The problem isn’t apathy.
It’s disconnection.
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.
End-to-End Ownership
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Cultural Platform
Built a culturally-led creative platform rooted in music and oral storytelling traditions from the communities we were representing.
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Integrated Execution
Delivered copy for every touchpoint & fully integrated execution across web, email, social, print, film and on-site activations at the festival itself.
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Audience-First Messaging
Translated complex humanitarian issues into clear, emotionally resonant messaging without diluting the truth or the stakes.
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Ethical Storytelling
Centred lived experience across every touchpoint — ensuring partners and communities were represented with dignity and power, not pity.
Main campaign poster
Long-form copy for Glastonbury Festival's programme
Paint-by-numbers mass participation activity with copy lines
Stories showcasing people featured in the paint-by-numbers activity, with design influenced by each country's flag
Example of explainer copy, designed to pass the mic to global radio stations I partnered with
Gaza awareness poster using the keffiyeh pattern in the shape of Gaza
Yemen awareness poster with peace written in Arabic
South Sudan poster inspired by Afro-Jazz posters
Campaign impact
35,000+ new sign-ups
800+ new regular donors
Renewed for second year
Industry award nomination