It is the first time the aid charity has taken on external PR help for a specific campaign. Oxfam head of media relations Sam Barratt the charity had been impressed with the impact of Make Poverty History in raising awareness. The charity is also looking for new donors, campaigners and volunteers to work in its stores.
'Previously we've run campaigns in-house, but felt a campaign with such an ambitious goal would benefit from agency support,' said Barratt.
'Band & Brown will also be able to provide us with detailed reports measuring coverage and results,' he added.
Band & Brown director Lisa Quinn said young people who wore a Make Poverty History wristband were a target, and that the campaign would approach a broad range of media to emphasise the different ways in which support could be pledged – whether through donation or volunteering.
The sign-up campaign, which began in December, ends on 5 April.