Oxfam picks M&F for 'I'm In' brief

Oxfam has enlisted Munro & Forster to work on its 'I'm in' integrated marketing campaign.

‘I'm in' was launched at the beginning of the year with the primary goal of keeping up the momentum generated by the Make Poverty History campaign.

M&F has been hired to work on ‘word-of-mouth and face-to-face activity', said Oxfam PR co-ordinator Katie Abbotts.

She declined to reveal further details of the campaign, but said it would be launched in London in November before moving to other cities.

M&F managing director Judie Flexen said: ‘All I can say about it at this stage is that there are some exciting and highly creative plans - watch this space.'

Band & Brown Communications continues to handle traditional PR activity for ‘I'm in' (PRWeek, 13 January).

B&B's brief, which focuses on media relations, targets those inspired by Make Poverty History,  such as members of the public who purchased wristbands.

The agency has been approaching a broad range of media to emphasise the different ways in which support can be pledged.

When B&B was hired, it was the first time the international aid charity had taken on external PR help for a specific campaign.

The competitive pitch for the project won by M&F was overseen by the PRCA's PReview service.

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