Once in a while you see work that’s really worth screenshot-ing (multiple times in this case).
I found myself on Oxfam Unwrapped, a new extension of Oxfam America, an organization that helps those with different needs around the world. Targeted at the holiday season, the Oxfam Unwrapped campaign has been launched on an extremely user friendly platform with a simple feel. The color palette is bright and active, paired with clever photographic images and clean typography.
Basically, you choose a gift, you choose a card option (snail-mail / e-mail / print yourself), and you send it to someone you’ve bought the gift for. So your friend will receive a card from Oxfam Unwrapped saying something like “I bought a goat for you” with a wide-eyed goat on the front and an explanation inside of how in their honor you’ve bought this animal that will help and continue to help someone in need.
In the best of branded campaigns, it is still the base cause—whether it’s supporting disease research or helping the poor—that makes the campaign successful and worthwhile. Successful branding then, is that which is able to illuminate the respective cause and communicate it to the audience.
Oxfam Unwrapped highlights the ease and simplicity of helping others. A pile of manure is featured for $12. No lengthy explanations—just an image and its price. Should you wish to click further, an equally neat and clean explanation appears of how the gift will be put to use. From providing soap for a child, to training a midwife, to irrigating a farmer’s land, to planting a forest, this campaign conveys the needs of fellow human beings, yet does not throw the user into guilt and dismay at conditions around the world. Instead it invites the user to be an active part of this very active cause.
Oxfam Unwrapped communicates how even a little help can solve problems, and very importantly, it communicates to the user what those solutions are.