Oxfam 'be humankind' by RKCR/Y&R

Oxfam is launching a nationwide advertising campaign, based on the theme of apathy and the strapline "be humankind".

The campaign, created by RKCR/Y&R, includes a 40-second TV spot and a provocative poster campaign featuring a series of eye-catching and colourful executions that launch on the April 21.

The posters encourage people to donate to the charity, with lines such as "Wanted. Jumpers, coats and people with their knickers in a twist", "Get rich quick. Give" and "Everyone deserves life's little luxuries. Food, Water, you know, that sort of thing".

The campaign is based on the idea that the issues affecting the world's most vulnerable people are intricately intertwined with everyone's lives, whether it is climate change or buying Fair Trade goods.