Oxfam calls for action not cash

Oxfam is breaking with tradition in new advertising that forsakes fundraising in favour of mobilising public support to halt inequalities in world trade.

The campaign adopts a no-nonsense approach to the problem, describing unfair trade as "a flipping complicated issue" as it urges people to go online to sign a petition.

The initiative embraces national press, online banners, ambient media and SMS messages. It has been produced jointly by NoOne Design, part of the HHCL/Red Cell operation, and the environment marketing agency Killa Communications.

HHCL was assigned the business in March ahead of Team Saatchi and Oxfam's direct marketing agency, WWAV Rapp Collins.

The campaign is part of Oxfam's Fairtrade initiative set up in the early-90s to respond to the human consequences of collapsing world commodity prices. It aims to get 500,000 signatories for its Big Noise petition in advance of the World Trade Organisation meeting in Cancun, Mexico, in September.

The press advertising underscores the message with the headline: "We don't want your money, we want your finger."

Simon Manchipp, NoOne Design's creative director, said: "Most charity advertising is after money. That turns a lot of people off from getting involved. We removed the barrier just by asking for a finger."

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