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Oxfam rebrands

By Rosie Walker, Third Sector Online, 17 April 2008

Oxfam's new campaign

Oxfam is to unveil a new strapline as part of a rebranding exercise. The slogan, Be Humankind, will appear for the first time in a new TV advert that will be broadcast tomorrow.

The rebrand campaign, designed by an agency working with Oxfam’s in-house communications team, is intended to confront apathy by focusing on the idea that the issues affecting the world’s most vulnerable people are intricately intertwined with the lives of people in the UK.

Oxfam will also launch a series of posters featuring slogans such as “Wanted: Jumpers, coats and people with their knickers in a twist” and “Everyone deserves life’s little luxuries. Food, water; you know that sort of thing”.

Julie Wood, director of corporate communications at Oxfam, said: “We want people to take a fresh look at the Oxfam they think they already know.”