Oxfam South Africa

CHALLENGE

Oxfam South Africa as the first African Affiliate of the Oxfam Federation needed to define its key messaging, develop a communication strategy, and points of advocacy surrounding the complex local and global landscapes. She also needed to do so in such a way that embodied her unique vision and context while being rooted in the global identity of the Oxfam Federation. Chosen out of three companies that pitched, CREA8 International won the account, displaying a keen understanding of the organisation’s intent to be an innovative change agent in Africa and the World.

SOLUTION

CREA8 International began with an immersion process with the Board, the executive leadership and staff of Oxfam SA to get a full grasp of the kind of work they were eager to tackle and the impact they wanted to have. A number of broad big picture ideas surfaced and were eventually distilled around the core concept of ‘LIVED FREEDOM’. The main thrust of Oxfam South Africa would be an active, optimistic but revolutionary stance, pushing for the ‘LIVED’ experience of every man, woman or child in the country to be that of the ‘FREEDOM’ so resolutely fought for.
Our work with Oxfam was on multiple levels, starting with the high level – key messaging and a holistic communication strategy. We also helped define their brand, tone and voice, as well as deploy their brand with video production, brand collateral and design, and digital presence (blogs, social media, and website).  Crea8 drove the implementation process of the new communication and public engagement strategy, with the website being the primary mode for launching Oxfam South Africa to their partners and the Oxfam Federation family across the globe.