Oxfam gets the nation Dressed By The Kids
Working with a large team of agencies, plus lots of input from Oxfam themselves, we utilised our data-led creative approach to get the whole nation involved in this fun, creative and refreshingly wacky idea.
With our messaging, logo design, fulfilment materials and Facebook ads, 10,000 people enjoyed Oxfam’s inaugural Dressed By The Kids event.
But who would do something so silly?
That’s the question Oxfam wanted us to answer. So we did, by testing three visual and messaging identities against focus groups. This taught us not only which identity would resonate most with participants, but the factors that would motivate them to take part.
Armed with this information, we fed directly into Oxfam's communications strategy, helping to shape and structure it.
This was Oxfam’s first ever mass-participation event
As such, we knew everything had to be spot on – from choosing the right date, to ensuring all six of Oxfam’s agencies were aligned to our strategy.
Slowly but surely, the pieces of this enormous jigsaw started to fit together. The website was in place, TV and print ads were prepared and, most importantly, a date was set.
First time's the charm
10,000 people signed up (including the likes of Simon Pegg, Amanda Holden, Sara Cox and Davina McCall) and raised more than £100,000 between them, with a satisfyingly high average gift of £70.
Our client was astounded, and decided right away to renew the event for a second year. Watch this space, as Dressed By The Kids 2017 will unleash ‘pester power’, as we encourage the kids to take the initiative.
28th November 2016