Oxfam: Using Cultural Insight to Act Against Global Poverty

Oxfam, a confederation of 20 independent charitable organisations, uncovered insights into how people viewed the issues it campaigns on globally to promote its Even It Up campaign against poverty worldwide.

Synopsis

The Global Poverty Crisis

Over 600 million people live in extreme poverty (defined as living on less than $1.90 per day). The consequences of this are a lack of basic human needs, including food and safe drinking water. Furthermore, the richest 1% now own more than the rest of the world combined with the rich-poor divide increasing year-on-year. This global economic inequality undermines the fight to end poverty.

A Campaign Lacking Cultural Insight

Oxfam have campaigned for urgent action to reduce inequality since 2014. The global ‘Even It Up’ campaign encourages public support for economic inequality’s causes e.g. issues...

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