Oxfam Australia eBooks campaign

In addition to their committed supporters, Oxfam Australia wanted to reach a new audience of equally passionate people eager to act on big-picture issues such as climate, water scarcity and fast fashion.

The campaign was a chance to move away from brand-driven marketing towards an easy, commitment-free way for the audience to engage with the charity before being called and asked to convert to a regular monthly gift. The creative had to be needs-focused rather than a generic brand message, show evidence of impact and differentiate Oxfam from other charities.

The creative look and feel was inspired by the illustrative approach utilised by the French campaign. Each title was assigned a colour from Oxfam’s signature brand colour palette – blue for WASH, green for Climate change and pink for Fashion. Eye catching and thumb stopping illustrations were developed in these colour palettes to bring each topic to life, and stand out from the largely photographic content on social media. These eye catching illustrations were paired with bold typography and bite sized graphics showcasing statistics. The overall effect was to create multiple access points into the content, allowing readers to easily dip into the topics. Change&Co recrafted the ebook content for a local audience and refined the social media and supporting email messaging for maximum engagement and conversion.

Oxfam Australia
Concept Development
Graphic Design
Digital Advertising
EDM Design

The team at Tone and Change & Co helped us to adapt our eBooks campaign for the Australian market. The end result was an offering that possessed fresh, vibrant and eye catching graphics with engaging copy. Most importantly, the eBooks have either hit or exceeded their KPI’s which has been amazing!

Vanessa, Dom and their teams were a delight to work with and we felt the whole process was very collaborative. We wouldn’t hesitate in recommending them to anyone that’s looking to inject some energy into their campaigns.

Camilla Hikarda, Direct Marketing Coordinator,

Tone and Change&Co collaborate closely at all times, meshing our skills and offering a seamless service that will meet the specific needs of each of your campaigns and initiatives.

We work closely together to bring your stories to life across a variety of channels for the best results, tapping into:

  • Deep sector experience in providing fundraising strategy and helping you build your fundraising program and improve your fundraising results.

  • Direct access to senior creatives who specialise in fundraising and care about your cause.

  • Digital creative and website design by one of the best in the business.

  • A robust project management solution led by an experienced Project Manager with Masters-level qualifications.

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