Oxfam media head Sam Barratt joins football inspired education campaign 1Goal

Oxfam's head of media is leaving to join the global 1Goal campaign - tipped to be 'as big as Make Poverty History'.

Inspired by the FIFA World Cup: 1Goal
Inspired by the FIFA World Cup: 1Goal

Sam Barratt is leaving Oxfam after ten years and will join 1Goal on 7 March as media director, overseeing the campaign's global media team across Europe, Africa and the Americas.

1Goal aims to use this year's FIFA World Cup, the first to be staged in Africa, to help school the 72 million children worldwide currently denied an education.

Barratt's appointment is the second high-profile comms hire for 1Goal.

In 2007, Adrian Lovett, Save the Children's director of campaigns and comms, became campaign chair.

Lovett will return to his previous role once the campaign has ended in the autumn, but Barratt will become media director for the the long-term campaign to get education for all. Lovett said: 'I believe this campaign can, and will, be as big as Make Poverty History.'

Barratt agreed: 'The buy-in from FIFA, and the mobile and broadcast industries for 1Goal, sets it up to deliver on the scale of Make Poverty History.'

The campaign will target politicians, asking developed countries to increase their aid donations to the cause and encouraging them to allocate more of their aid resources to primary education.

The mass mobilisation part of the campaign will kick off on 20 April, with an intensive few months leading up to this summer's World Cup in South Africa. One million schools worldwide will be involved in the campaign launch.

Barratt said it was likely that PR agencies would be brought in to help with the campaign, which was officially launched on 6 October last year by Prime Minister Gordon Brown.

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