Oxfam UK holds pitch for youth initiatives brief

by Ed Kemp, Marketing 21-Feb-07

LONDON - The UK division of Oxfam is in talks with marketing agencies with a view to reinvigorating its youth proposition.

The international development charity has invited several agencies to pitch for the activity. It is not thought the process will affect Oxfam's relationship with its current agency roster.

Oxfam's existing youth marketing activities include Oxjam, a month-long music event. Run in association with Galaxy FM, Pulse Rated, MTV and youth volunteering charity V, the initiative urges people to organise their own gigs. Footage of these can then be uploaded to MTV's interactive website, MTV Flux.

Last year's Oxjam, which took place in October, raised more than £500,000. Oxfam is currently recruiting volunteers via its website to help organise this year's event.

Oxjam forms part of the charity's 'I'm in' umbrella strategy. Draft FCB, which picked up the lion's share of the charity's UK £5m direct business in January 2005, is responsible for the overarching campaign, which encourages people to show their support in a variety of ways and was rolled out across Europe last year.

The activity urges consumers to pledge their support to the charity by sending it a text reading 'I'm in' to receive news and information about Oxfam projects.