The fundraising scheme is set to involve activity ranging from live gigs to music-themed pub quizzes and is scheduled for October.
PR manager Katie Abbots said the charity had always benefited from one-off music events staged by the public – but wanted a ‘music month’ to provide a focus.
‘Oxfam has a strong involvement in music,’ she said. ‘We sell music downloads through our website and have a campaigning presence at the major music festivals.’
The charity also has hundreds of ‘music ambassadors’ including Chris Martin, Michael Stipe, Damon Albarn and the Kaiser Chiefs, but Abbots said the month’s focus was on events organised by members of the public, rather than celebrity performances.
Revolver PR director Matt Owen said the campaign would aim for a wide consumer audience.
‘This will be a music-themed campaign, but we are aiming to get as many people involved as possible,’ explained Owen. ‘As well as encouraging 15-year-olds to put gigs on, we are also looking to involve groups such as parents with children at music classes, or older people who are members of a choral society.’
Live performances, pub quizzes and sponsored music lessons could all be part of the music month, and Oxfam is keen to make people aware of the different ways that they could get involved.
Though they will not be a part of the events, Revolver will also use the ‘music ambassadors’ to generate media interest in the month.
Revolver – whose CEO is Penny Brignell, a former music publicist – won the account after a three-way pitch against Chocolate Communications and Lloyd Northover, which continues to handle trade PR for the charity’s high-street shops.