Business Charity Awards: Charity Partnership, Fashion and Retail - Moomin with Oxfam

For an outstanding partnership between a company in the fashion or retail sectors and a UK charity

What is the partnership?

Oxfam joined with Moomin characters to deliver a campaign focused on a short story by Moomin creator Tove Jansson. Ninny, a little girl who has turned invisible after being treated badly, gradually reappears and regains her voice, a right millions of women around the world are still denied. The partnership aimed to raise funds to support women and girls, and raise awareness of the importance of women's representation in ending poverty.

What did the company do?

The independent publisher Sort of Books designed and published The Invisible Child, waiving its share of the proceeds. The retail partner Waterstones promoted the book through its shops and digital channels, with two million customers receiving dedicated emails. Every online customer was given the option of adding the book to their shopping cart at the point of checkout.

Oxfam received at least £4 of the book’s £4.99 retail price, with funding also coming from a range of supporting merchandise. The campaign included celebrity endorsement, social media and in-store displays.

Why did it win?

The book has sold more than 40,000 copies and needed to be reprinted three days after launch. The audiobook was downloaded 22,630 times in its first three weeks. The £300,000 raised contributed to projects supporting women and girls in countries around the world.

What did the judges say?

"The success of every fundraising campaign depends on brilliant storytelling," said John Thompson, director of the fundraising and management consultancy Changing Business. "This partnership underlines this by turning a unique story into an engaging fundraising product."


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