Shine bags Oxfam 'virtual gift' brief

Oxfam has taken on Shine Communications to support its 'virtual gift offering', Oxfam Unwrapped.

The charity launched the ethical-giving scheme in 2004 and its range of gifts include desks for schools and bicycles for teachers in developing countries.

Shine director Greg Jones said: ‘Unwrapped reaches all the traditional Oxfam audiences, but it also appeals to  younger, more fickle donors in their mid-20s to early 40s.

‘This campaign will use attention-grabbing, quirky tactics and brand ambassadors to ensure the scheme is perceived as a fun, unusual present, rather than just a worthy one.'

‘Ambassadors' and details of the campaign were unconfirmed, but Jones said there would likely be a stunt during the run-up to Christmas.

Shine reports to Oxfam PR manager Katie Abbot. The agency beat The Red Consultancy and Kaizo to the brief (PRWeek, 26 May).

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.