Oxfam-Canada - How a little O J helped 500,000 starving people

Newspaper advertising, 1994, for Oxfam, to raise the profile of the charity, overcome donor fatigue, and focus attention on the need for aid in the Rwandan crisis.
Agency: Gee Jeffery & Partners Advertising IncAuthors: P Coty, B Channer and D Bramah

Oxfam Canada

How a little O.J. helped 500,000 starving people

EXECUTIVE SUMMARY

This case demonstrates the power of advertising in a specific instance and in a specific way. It is a case that demonstrates how advertising was used opportunistically and tactically by Oxfam to raise money and its profile in Canada. At the time of the advertising, Oxfam was desperate for money to aid in the Rwanda crisis and had been unsuccessful in focusing Canadian attention on the issue.

The advertising was...

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