Case Study: Oxfam America raises awareness of its anti-poverty mission with Genuine

Oxfam America launches its first brand campaign with Genuine and delivers 2.5M digital impressions

Oxfam America, the U.S. affiliate of a global anti-poverty organization, faced the challenge of low brand awareness and needed to connect with a new generation of activists. To address this, they partnered with the digital experience agency Genuine to develop their first-ever brand campaign to raise understanding of their mission to end poverty.

Genuine created the "Join the 100%" campaign, which distilled Oxfam's mission into a message of shared humanity and responsibility. The solution included creating and editing content for social media, digital platforms, web, and out-of-home (OOH) advertising, featuring Oxfam supporters and celebrities. As a result, Genuine delivered over 2.5 million digital impressions and successfully established Oxfam America's inaugural brand campaign.

Oxfam America