FUNDRAISING NEWS: Oxfam to repeat 10 year-old ad in bid to win new donors

Oxfam is re-running its first-ever television fundraising advert 10 years after it was first shown, in an attempt to attract new donors.

The advert, which shows a man fishing to feed his family, was very successful when it was first aired in 1994. The music used in the advert and some of the images have been changed to achieve a more up-to-date feel, but the advert is essentially the same as.

The story of a man fishing is used to demonstrate how giving someone the means to catch their own food rather than giving food itself allows them to become self-sufficient rather than reliant on handouts. It explains how regular giving to Oxfam can help people to help themselves.

The advert, created by WWAV Rapp Collins, will be tested on Channel 4, Channel 5 and in some ITV regions, as well as satellite and cable channels during this week. If it proves to be successful, coverage will be extended.

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