If that "human kind" TV ad is typical of your new image, please note that I find it utterly disgusting. Creepy-crawly and flying insects buzzing a poor old woman? Weird! Vomiting on "Injustice" and then watching the world blow up ? in technicolor, yet.. Unbelievably tasteless! I don't know whose idea this was or how much money you wasted which could have gone to aid for the current disaster, but shame on you! You should immediately revert to calmer, more informative institutional ads.

Charles Kerpelman | May 9, 2008 3:41 PM

What does Be Humankind mean? My dictionary says it's a synonym for human. We are all human whether we behave in a good way or a bad way. Seems like a hollow slogan when you unpack it like this. It certainly doesn't inspire me.

Chris | May 9, 2008 2:34 PM

I think that the billboards first sentence could have people swithcing off thinking its an advert for chocolate or soemthing. The second sentence is very impressive though. I do not think the billboard stood out in any particualr way and I think you should try making it sparkly (cover it lightly in glitter) so that it definitely will catch people's eyes but still looks good.

Anonymous | May 9, 2008 7:03 AM

Really like the 'Be Humankind' slogan. Think that the TV ad is excellent - really gets the message across in a way that will appeal to people of all ages - it's engaing and powerful. I have MANY friends who have become involved as a direct result and the posters help to keep the image uppermost in the mind so that peolpe will keep on being involved for a long time to come!

Ruth | May 8, 2008 11:00 PM

Very bold and I hope effective campaign.. Especially welcome in light of the terrible Daily Mail headline yesterday fretting that we cant afford 'luxuries' at the moment.. you know like a new DFS sofa suite this month, for shame!

Naomi | May 8, 2008 6:58 PM

i think it sounds brilliant
:)

aisling | May 8, 2008 2:09 PM

I agree tha the banner on the homepage has animation that may be too quick to understand. However, the billboard signs are for me, very effective and i feel the boldness just about works to stir up feelings of guilt within on lookers.

Chris Bowden | May 8, 2008 10:03 AM

Love the website - not overcrowded visually and nice clear font

Anon | May 8, 2008 8:58 AM

I adore the new TV advert. Very moving and engaging.

Anonymous | May 8, 2008 12:48 AM

Focus on your core business please. Fighting poverty, injustices, you know that sort of things. How much did this brand repositioning cost?

Simon Durand | May 7, 2008 11:44 PM

I think the posters are especially effective - really makes you consider how it's so easy to bimble along without doing anything effective but simple. They definitely spurred me to move from thinking, 'I really must start donating' to actually signing up with a monthly donation.

Feels like it connects tiny things we can do as an individual to making a genuine difference. The tagline is great too.

Katie | May 7, 2008 10:54 PM

Have to agree about the flash sliding thing. It is really really bad. Shame.

Andrew Johns | May 7, 2008 6:37 PM

I think the ad is great - am not sure about some of the shading in the posters though. Good on Oxfam though for making it simple! Better at getting the message accross.

Barry Cade | May 7, 2008 5:06 PM

Very good - succinct and hard to ignore. This will engage people and make them think about the issues, without being too strident. This strikes just the right balance.

Daniel | May 7, 2008 4:40 PM

Sorry, but I think the washing-powder-advert styling is unimaginative and inelegant. I suspect it will end up being annoying. Sideways banners everywhere detract from the main messages and articles. The sliding banner on your homepage is painful to look at. I believe that clarity and boldness does not require the cheap formula you are using.

Michael | May 7, 2008 1:59 PM

I think it is excellent. Keep it simple. I work in an Oxfam Shop and am glad to have stuff to put up which makes our shop really different from the many other charity shops locally.

tessa thomas | May 7, 2008 10:26 AM

This format is very clean, but I have to admit I preferred the more fun, engaging, in your face style you had before. I'm not sure about all the grey in the background and the very 'square' images. One of the things I enjoyed about your website was it's sense of fun, which I feel has been lost a little.

PJ | May 7, 2008 5:27 AM

I like the poster.

I am so underwhelmed by the the TV ad that I had failed to register that it was for OXFAM. I've just had to watch it on the website in order to remember it at all. The style reminds me of those horrible Lloyds Bank ads, so I had probably thought it was another one of those, and ignored it.

Mark Atkin | May 6, 2008 7:04 PM

I found the new adverts, especially the TV advert, very moving and impressive.

Jenny | May 6, 2008 4:34 PM

Much more accessible than before. The simpler, more direct style makes people believe they really can do something to help-I know it worked on me!

Gary Thomas | May 6, 2008 12:39 PM

this poster makes you think. at first when you read the first paragraph you are thinking of actual luxuries, then suddenly it hits you with 'food , water that sort of thing. its brilliant. very efective. well done

thomas | May 6, 2008 12:14 PM

I love the new graphics - bold, bright and powerful! The tube adverts are ace! Keep up the great work!
I love the fact that its made really obviously that by making little changes we CAN make a huge difference.

suzanne morris | May 6, 2008 10:09 AM

First class, most of my favourite buys are from oxfam shops, no guilt shopping!! Please publisize the most valuable thing in the world is....CLEAN WATER. Well done OXFAM

Carol Paradise | May 6, 2008 9:09 AM

I think your new style is great, i love the tube ads- hope they work for you.

CW | May 6, 2008 8:51 AM

I got told off at my Oxfam shop for oversimplifying a book offer display I was designing: "Buy one get one free; a good deal for you, and the developing world"... I now see how crass that was, and just wonder whether this campaign, though eye catching, does suffer from over-simplification?

Matt Foster | May 5, 2008 7:44 PM

I really LOVE the new TV ad, I work for an anti poverty legal aid charity myself and know how difficult it is to engage people to a cause, but I really felt inspired by this ad and have been raving about it to all my friends! I love the simple message urging people to get involved in their world and think that it should be shown in all the schools as well!

jenny Wood | May 4, 2008 2:59 PM

I think the new style is bold, modern and very eye catching! Sometimes very simple messages have the biggest impact. We can make a difference one by one!

Matt Johnstone | May 3, 2008 2:42 AM

great

Anonymous | May 2, 2008 4:42 PM

I love the new style. It's particularly eye catching which is brilliant. I've been meaning to start a regular donation for a few months now and one of these bright new ads in the London underground reminded me to just go and do it. Good work : -)

Rahma Elmahdi | May 2, 2008 12:39 PM

I think that too much of the information is about how to raise funds and not enough on the important issues you work on. I feel you may be in danger of undermining the integrity of your brand by being too light hearted.

Amy Hester | May 2, 2008 11:38 AM

Absolutely brilliant. Love the tagline. Love the graphics. Love the story you're telling. Brave move well received. Well, by me at least:-)

Sue Smith | May 2, 2008 12:38 AM

Hi, I think you need to improve the navigation and the search facility.

I was trying to find info on the Somalia appeal. It wasn't obvious where to go from the front page - using the search on "Somalia" found 100 miscellaneous documents which really wasn't much use!! A current appeal should come out right at the top of the search results.

I looked in News but it wasn't there. Eventually I found one had to go to "Oxfam in Action" (I wasn't sure what that phrase actually meant), down another level to "Emergencies", then down to "Current emergencies" to find the right page. This is really too difficult.

Simon Hattersley | May 1, 2008 11:21 PM