Red Line for Gaza, Oxfam GB

Supporter toolkit | Campaign strategy & messaging

Shaping coalition messaging to mobilise action

I led the development of a supporter toolkit for a coalition campaign in solidarity with Palestine during a period of intense political and legal sensitivity.

Balancing internal alignment, reputational risk and external scrutiny, I developed copy that was principled, defensible and justice-led.

The final toolkit was signed-off across the coalition — enabling supporters to take safe, meaningful action in support of Palestine.

Client
Red Line for Gaza Coalition / Oxfam GB

Year
2025

700+ downloads

•

Adopted by NGO coalition

•

Mobilised non-protest audiences

•

Strengthened risk-aware campaigning

•

700+ downloads • Adopted by NGO coalition • Mobilised non-protest audiences • Strengthened risk-aware campaigning •

Creative Challenge

Enable people to act in solidarity with Palestine — safely, accessibly and at scale — within a high-risk and politically scrutinised environment.

Audience Insight

Supporters were motivated but hesitant. They needed to be met where they were currently at — with credible, low-risk ways to act beyond protest spaces.

I led the messaging strategy, navigating internal disagreement, legal risk and public scrutiny to deliver a toolkit that was meaningful yet legally-robust.

Approach & outcomes

  • Reframed the narrative

    Shifted away from polarised language towards shared humanity, dignity and collective responsibility.

  • Built trust and credibility

    Every claim was evidence-based and source-linked — protecting credibility while equipping supporters with reliable information.

  • Normalised solidarity for Palestine

    Reduced perceived risk by showing the scale and legitimacy of support by highlighting global backing for Palestinian rights and using quotes to anchor the movement in a broader history of justice

  • Centred lived experience

    Amplified Palestinian voices through first-person stories and poetry — building emotional connection without speaking over those most affected.

Examples of copy

Cover for Red Line for Gaza toolkit

Cover for Red Line for Gaza toolkit

Building compassion and shared humanity

Building compassion and shared humanity

Normalising solidarity and providing social proof

Normalising solidarity and providing social proof

Example action page

Example action page

Campaign impact

  • Signed-off by coalition, including organisations like Amnesty International and War on Want

  • 700+ toolkit downloads

  • Increased confidence Oxfam’s communications on sensitive political issues

  • Established a repeatable model for high-risk, values-led campaigning