The new branding is so powerful that I have shared it with many people. For me it has moved from being informative to being an inspiration and a call to action. Absolutely love it, Ali Sinclair

ali sinclair | June 14, 2008 2:42 PM

this is very jazzy bruv love oxfam you do so much 4 ppl

Chelzyy | June 12, 2008 9:42 AM

Be Humankind means nothing unti linked to ads.
If the website actually worked then I'd be able to read stuff, usually it's dead slow and I have broadband !

Fay | June 12, 2008 9:38 AM

I was chatting to someone over the weekend about how great Oxfam's rebranding is. I think it's taken charity branding in a really new direction and will engage the public more in Oxfam's key issues, which can only be a good thing. I think, and hope, other charities might follow suit. Well done Oxfam!

Guy | June 11, 2008 11:34 AM

Just watched your new 'behumankind' advert on the web-site. I don't think it works at all. It didn't come over as an Oxfam ad. and it would perhaps be a bit scary for some...looking more like a nuclear fall-out advert. Sorry, but I feel you are wasting money by trying to be 'hip'. Stick to showing us the good work that you do.

Jude Haslam | June 10, 2008 1:11 PM

I'm a member of amnesty too, and feels like you've ripped off what they're doing with protect the human.

would have expected better from oxfam rather than a copycat approach.

anon | June 10, 2008 12:47 PM

i buy all my clothes from here its great

jani | June 9, 2008 2:33 PM

i love the new advertising campaign.

The fact that its branched out from a more traditional look is great. im 19 years old and think that the use of animation and short snappy slogans really appeals to people my age - its had myself and my friends talking about it at least.

The line "be humankind" really makes you think. although we are all "human" and part of "mankind" to be "humankind" suggests something greater. I immediately took one look at the slogan, and realised that there is so much more i could be/should be doing to fight poverty. It made me motivated.

Chris Prater | June 8, 2008 9:37 PM

rubbish and a total waste of money

City Girl | June 8, 2008 1:28 PM

Oxfam faces a great deal of competition from other charities & image is an important consideration in people choosing to support a charity. I think it is money well spent to update the style of the message that Oxfam wishes to get across to young & old alike. People need reminding in their newspaper, on the internet & at the station or High Street.
I personally welcome the "new look"

Colin Barron (Photographer) | June 4, 2008 2:17 PM

this is very very very good

shana | June 4, 2008 11:56 AM

this is the best

karen | June 4, 2008 11:36 AM

Please, put it back the way it was.

ian murray | June 3, 2008 9:57 AM

looks very 1970s + Chips Ahoy cookies... not very emotionally charged

beth z. | May 30, 2008 9:16 PM

i like the new look.i highly commend you for your inspiration and keeping it going. i like though the new style.keep it up n God bless u

Marcela | May 30, 2008 10:11 AM

What a great site....

I have not visited before so I can not compare to the previous site, but I was most impressed with this one, It is funky and fresh...well structured and easy to use.

I visit often now and have also found the fairtrade clothing section ....smiles...and shall be losing a few pounds in coming months i feel...but all to a good cause so im going to shop without the guilt...

Thankyou Oxfam...it takes all of us to save our world and if we stand beside you we cant go wrong ...keep up the wonderful work!!!

michelle x x x

michelle potter | May 29, 2008 11:32 AM

Great, very great new look for Oxfam! If only i could be so beautiful as you! cheers from France!!

Nicolas | May 23, 2008 7:44 PM

I really love the new tv advert style but I think you missed a trick with the tag line. Although I get the gist of 'humandkind', 'speak out' might have been easier to understand especially as the characters are so obviously speaking out against injustice. Having said that, the line's probably been used before and 'be humankind' certainly makes you think!

Anna West | May 23, 2008 11:07 AM

I am from Tanzania and I know you do fabulous work there, I visted London recently and your whole campaign caught my eye .I think it is excellent! Please keep up the awareness and your campaigns, your work is invaluable in a world of cynics and couch critics, If more people who have been blessed with a priviledged existance would be "humankind "we can eradicate if not reduce poverty significantly .

sauda simba | May 23, 2008 4:22 AM

I like the part where is says , " A human kind of organization" . Makes u feel close.

cassia | May 22, 2008 10:03 PM

The TV ad doesn't get the Oxfam brand or the identity across and I don't know anyone who has seen it and knows what it is about. It looks like someone chucking up all over the place......and it doesn't tell me anything about Oxfam or the cause. What on earth does 'be humankind' mean.....sounds like it is driving one to a website about an androgenous version of the species.

Eneerebma | May 22, 2008 3:54 PM

I think it looks very ugly.

Poopiness | May 20, 2008 11:04 AM

keep up the great work, i like seeing the signs because it lets you know that there are people out there who still care about humanity!

duncan | May 19, 2008 9:59 AM

Love the idea and most all of the wording- posssibly it might be stronger to have--food,water and maybe shelter or food,water and even shelter - that sort of thing
All around, excellent!!

Barb Crabtree,U.S.A. | May 19, 2008 3:40 AM

To me, the posters say cool and modern. They're bright and colourful and engaging.

The TV ad says trying too hard to be cool and modern, and becoming fatuous.

I hate the TV ad. I hate the representation of women on it, and I hate the representation of other people's disadvantage and suffering. For me Oxfam is about people more than concepts. I liked the TV ad music but I'm starting to dislike it because now I associate it with the images.

I'm not sure that the play on 'kind' works alongside the 'justice' concept. These are different approaches to the problem- kind is heart, justice is head: could sit side by side but they clash in the ad campaign.

Poverty is a bi-product of capitalism. So long as there is unequal distribution of wealth, there will be poverty. So 'eradicate poverty' would be an appropriate strapline for an anticapitalist movement offering an alternative but doesn't fit with my take on Oxfam.

Ella Bee | May 18, 2008 12:56 AM

I love your new campaign, and you used Muse music for the TV advert! As soon as I heard it, I looked. I think it is brilliant that you've used this because younger people will recognise it.

I got a little bit confused as to what you were promoting, but as soon as I watched it again, I understood. I love your website too!

I much prefer simple designs, and I honestly think people will be more inclined to shop, donate and take notice of you now.

It was time for Oxfam to be updated into our society, and be more-attention grabbing!!

Debbie | May 17, 2008 5:31 PM

The campaign inspires a feeling of ownership and the thought that even the 'little man' can make a difference. Very effective.

e. h. | May 17, 2008 12:30 PM

the tube billboards are great - really thought provoking and eye-catching.

Anonymous | May 16, 2008 2:45 PM

I like the campaign -- mostly the headlines.

Another question, do you know have any videos that include recent issues i.e. china earthquake that include a donate message that I could post on my blog. If not, this is something that you should consider. There are tons of people with blogs that would happily promote donation around issues.

thanks

lisa | May 14, 2008 7:25 PM

good, nice way of putting your point across

dave | May 14, 2008 2:05 PM

Love the ideas and the ad, but the green on green immediately made me think of Macmillan.

Jane | May 14, 2008 11:52 AM

I really like your new campaign branding... It is different and un-cliched.

The posters make you stop and read as the type is so bold and the messages are short and simple. I think it works better than 'traditional' campaigns that rely heavily on photography as this approach has been overused so the eye just tends to skim over them and assume it's just, 'another campaign'. However, your new posters really make you stop and think.

I really like one of your posters that I recently saw in a tube station about 'getting rich quick' by 'giving'. I though this was very effective and it stood out from all of the other posters competing for attention.

Well done :o)

Michelle Doust | May 14, 2008 11:16 AM

The Humankind advert is fanastic and makes such an impact.. surreal too

p godwin | May 14, 2008 8:43 AM

I don't think it's as intriguing or as involving as your previous 'I'm In' Campaign. As far as this new stuff goes, I'm Out.

drew Forsyth | May 13, 2008 11:11 AM

I think that is a powerful and very creative poster! I beleive world poverty should end right now and stay extinct. I hope others will listen to this poster because the poorest people in the world have their rights and deserve life's little luxuries like everybody else belonging to the rich and powerful community. We should all work together if we are to obtain a peaceful, strong and bright future in the world!

Adam Beevor | May 13, 2008 8:54 AM

It is a shame that people are so quick to be negative. It is much more constructive to be positive and humankind. I think that people are missing the point about humankind...be human, be kind, we are all part of the human race or humankind and have a responsibility to those that are less fortunate than ourselves. the advertising everyone deserves a little of life's luxuries is thought provoking. it is a fact in many countries in the world that things we take for granted, food, water, shelter and toilets are non- existent. When was the last time you went hungry? How many people take it for granted when clean water comes out of a tap in their homes, when many people don't have this and may have to walk for miles to get it. Yes advertising costs money...but think of the reasons for it. If advertising helps people understand what Oxfam is trying to achieve in overcoming poverty and suffering and encourages a wider audience to do something for its cause, surely this is a positive thing....as for the tv advert, i think it is modern and creative and much more inspiring than the usual doom and gloom and predictable conscience pricking twaddle that we are accustomed to seeing in the media. So yes Oxfam is officially cool. I don't have a problem with that....

lisa mcgorrigan | May 12, 2008 11:53 PM

I think your new campaign is brilliant. It is really eye-catching and makes people look at what is actually more important, it certainly made me stop & think!
Well done- I think it really works.

Emily Upson | May 12, 2008 4:03 PM

I first saw the billboards and I linked them both visually and the message, it makes you think and stays with you. I was in the bus and the two women behind me were talking about it for a while, which is great. I like the way you created the slogan, the playing with the word "kind". The tv add is effective as well.
It's clear we need to get involved!

lucia hernandez | May 12, 2008 3:05 PM

I think the poster uses a very clever use of playful typography and bold colours to grab your attention but then the content is much more serious engaging the viewer to think about the real message, very clever design I say

Sam Knott | May 12, 2008 2:17 PM

I am a former volunteer and I know that a lot of thought went into how the campaign should look. Well done guys you have done sterling work as usual. People who use this site must also remember that there is an online shop too!

GR | May 12, 2008 12:23 PM

Very good.
Perhaps make the Oxfam logo a little bigger.

Anonymous | May 11, 2008 4:33 PM

May I for one ask what the embleer cost of the recent run of TV adverts at peak viewing times, using expensive computer animation cost, and whether that money could not have been more wisely spent?

General Woundwort | May 11, 2008 12:17 PM

I have to say - I love the "humankind" thing; really witty, had to say it a few times but I got it in the end...

Haven't seen many adverts but the one I have seen was good, got my attension more than most charity ads... much more to the point but less emotionally distressing... good work and well done with the website aswell!

S Smith | May 10, 2008 10:10 PM

Great stuff and a nice sense of humour for the ads. I love the new bold colours. It doesn't preach to the converted but makes people know they can do one little thing to change the world. It may be a terrribly small action but terribly important that each and every one does it.

Sandi | May 10, 2008 11:54 AM

Really love the new posters and the simple, short messages.
Not 'in your face', not overcrowding the space with information. And if it causes people to think, I'd say the campaign has done its job.
Going beyond thinking would be a bonus.

To my mind, the campaign is a good use of money - campaigning involves the people on the street after all. :)

Keep up the good work.

Martin

Martin Davies | May 9, 2008 8:27 PM

I work for a charity like Oxfam and know that most people find it hard to care about poor people faraway from their own homes. I think this is an admirable attempt to get people's attention. That is better than 1. doing nothing 2. sticking to the old way of doing things because that is how they are always done. That is just lazy.

Ms. Opinionated | May 9, 2008 5:15 PM

Simple but effective strap line, it is engaging and I like it.

Anonymous | May 9, 2008 4:19 PM

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