oxfam_climate chance

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Oxfam

Climate Change

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Oxfam

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contentsOverview

Client

Strategy

Visual language

Copy

Media

Artwork

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04

06

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Climate Change

4Oxfam

Overview

the realityClimate change is happening. It will affect everyone, but it will affect poor people, particularly women, in developing countries first and hardest.

Climate change puts at risk past advances towards ending global poverty. While the average Bangladeshi is responsible for the emission of roughly 60 times less carbon than the average Australian, the impact of climate change will fall more heavily on the poor in Bangladesh and other developing countries than communities in developed nations as they do not have the resources to adapt.

The US has been the world’s biggest producer of carbon emissions. Australia’s performance however has also been extremely damaging to the environment with Australia now one of the world’s top three carbon emitters per capita.

People in the developing world are taking action in their lives to deal with increasing climate chaos, a crisis the developed world has largely created. It is up to us now in rich countries to take the lead in reducing its negative impacts.

2009 was supposed to be a big year for international climate negotiations. The heads of over 180 countries met last December in Copenhagen, Denmark for the United Nations Climate Change Conference. They aimed to create an agreement to drive and guide the international effort to stop global warming. This was an important chance to get the Oxfam approach to climate change right before the danger threshold of a 2°C rise in global temperatures. The meeting’s final results were far from the real outcomes needed. Now, eyes are focussed on Cancun, Mexico, where the United Nations Climate Change Conference will be held in December 2010.

It will be important to ensure that the voices of people from small Pacific Island nations and developing countries are heard at these meetings, and that the meetings are not dominated by the big rich industrialised nations.

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25 Climate Change

target audience

climate x poverty

past approaches

Warm – hot climate change interested audiences (we are not trying to convince people who don’t believe in climate change). Young women and men aged 18 to 35 in decision making position and who have the ability to influence others.

While our target audience is Australian based, Oxfam as an international aid organisation wants to ensure that we are continuing to raise awareness about the impacts of climate change on poor communities in developing countries.

Climate Change has been an issue of great matter for Oxfam since it is not a problem that affects only the weather or the polar bears in the Arctic. Climate change has a huge negative impact on people, affecting especially the poorest people in developing countries. These people are more dependent on nature’s weather patterns, more susceptible to changes and have fewer resources to be able to adapt to change.

Oxfam has done different campaigns to tackle the Climate Change problem in past years, most of them using the same style, tone of voice, message and imagery. The strategy was to link the effects of Climate Change with the suffering and struggle of the most susceptible poor people around the world. Some campaigns also displayed some positives and successful experiences to try and inspire participation. This direction is understandable due to the strong commitment that Oxfam has with poverty issues. However, the results of the strategy are questionable, when one steps out and looks at the bigger Climate Change picture.

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6Oxfam

Client

Oxfam International was formed in 1995 by a group of independent non-governmental organizations. Their aim was to work together for greater impact on the international stage to reduce poverty and injustice.

Today Oxfam is an international confederation of 14 organizations based in Australia, Belgium, Canada, France, Germany, Great Britain, Hong Kong, Ireland, Mexico, The Netherlands, New Zealand, Quebec, Spain and the United States. These organizations work together in 99 countries and with partners and allies around the world to find lasting solutions to fight poverty and injustice.

Oxfam works directly with communities and seeks to influence the powerful to ensure that poor people can improve their lives and livelihoods and have a say in decisions that affect them.

The name “Oxfam” comes from the Oxford Committee for Famine Relief, founded in Britain in 1942. The group campaigned for food supplies to be sent through an allied naval blockade to starving women and children in enemy-occupied Greece during the Second World War.

Oxfam Background

Oxfam Beliefs•Poverty and powerlessness are avoidable and can be eliminated by human action and political will.

•Basic human needs and rights can be met. These include the rights to a sustainable livelihood, and the rights and capacities to participate in societies and make positive changes to people’s lives.

•Inequalities can be significantly reduced both between rich and poor nations and within nations.

•Peace and substantial arms reduction are essential conditions for development. •Poverty is a state of powerlessness in which people are unable to exercise their basic human rights or control virtually any aspect of their lives.

•Poverty manifests itself in the inadequacy of material goods and lack of access to basic services and opportunities leading to a condition of insecurity.

•All poverty is almost always rooted in human action or inaction. It can be made worse by natural calamities, and human violence, oppression and environmental destruction. It is maintained by entrenched inequalities and institutional and economic mechanisms.

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27 Climate Change7

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tacking the core problem

FossilFuels

WeatherPatterns

GlaciersSea Levels

HumanRights

MITIGATION

HungerConflicts

MigrationVulnerability

SecurityRefugees

Small Islands at riskSpecies Die offCrops affected

HumanHealthDeadly Heat WavesAlergy and AsthmaInfectious DiseasesFood/Water ilnesses

WildlifeSpecies

HurricanesDroughtWildfires

Intense RainstormsSand storms

Floods

Life saving assistenceEmergency

Natural / Human causedcatastrofes / conflicts

Encourage ordinary

people to act

Press decison

Makers

Moviment for changeRaising awareness

Counselling governemtslocal organizations.

Oxfam

solutions forpoverty and

injustice

Ecosystems shift

Species Die off

Actions

ADAPTATIONMoney from developed

countries to poor .peopleto adapt to climate change.

Constant.New Money

100bi/year

Cut emissionsCarbon trade

Renewable energyTechnology

Climate Change

Climate Change is a very complex problem in terms of its causes and consequences. It is complex because it reflects the way developed societies were built, live and work. Our societies still rely strongly upon fossil fuels to power themselves, with developed economies and emerging country growth demanding exponential growth in energy supply over the last century.

Oxfam

Strategy

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The reasons why our world is still largely dependent on fossil fuels is far more related to economic and geopolitical choices than it is related to the development of feasible energy matrix alternatives.

It means that it is perfectly possible to gradually exchange this energy matrix pattern, starting by switching oil and coal for technologies which are already available, such as wind and solar, as well as investing heavily in research for new renewable sources such as nuclear fusion, what promises to be the future of clean energy for our society.

a chance for technology

a challenge for our times

palliative x permanent

not only Climate ChangeThe dependency on fossil fuels is also a source of several other problems. We are still witnessing the ecological disaster on the Mexican gulf with consequences that will last for decades. Oil has also been powering conflicts and wars around the globe, especially in the Middle East. Our dependence on oil is powering not only our cars and cities, but bad governments, dictatorships and indirectly financing terrorist activities.

It is not the first time humanity faces a challenge of this size. The Renaissance, the banishment of slavery, the fight against deadly diseases, the Industrial Revolution, the conquest and spread of human rights, and the Information Revolution are examples of what mankind is able to achieve collectively. Now, the time for the environmental revolution has come. Climate Change is our current challenge, but it is also our chance to revolutionise and change the way we power our societies.

Climate Change is a complex problem. Its consequences are not only visible but devastating for many people and wildlife. These effects have to be tackled to meet the needs and ease the pain of those affected. But most importantly this campaign will look at the cause, the core, the only thing that is really able to provide a long term solution. This will be a campaign about the challenge of building a future of clean energy.

Climate Change9

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Actions

Campaign

INDUVIDUALS GOVERNMENT

What are the most

effective way

of acting?

ProblemWhat is the

Core Problem

Diference betweenCauses and effects

although theeffects are also

problems

Where do people’s sensitivities

about this theme lie?

Have the previous experiences

from Oxfam and similars

worked effectvely?

Has Oxfam been taking the

right approach?

Create new tools for

easy action?

How easy is for people

to act?(information /accessibility)

What triggers this sense of

compassion?

What’s the limit between knoledge and

action?

What can people effectivly do to contribute?

How to

trigger action?

Which one is more

effective?

Who has

the power to change?

Planet earth in Danger?Future Generations?Suffering of most susceptible

human beings?Economy?Technology?Connection?The Power of one?Guilt?Passive posture?

Changing of habitsRecicling, reusing, reducing

Donating moneyChosing politicians engaged

Making political pressureDiscussing with others

Influencing others

Investing in clean energyInvesting in research

International agreementsChanging the energy Matrix

Controling deforestationFunding adapting programs

Time?Accessibility?Lack of knowledge?

Whats the most effective appeal

for my

Target Audience?

Why these people even knowing and believing on

climate change do little or nothing

to change?

Oxfam

Strategy

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a chance for knowledge

avoiding numb areasThis campaign has various different challenges but perhaps the biggest one is to step away from so many clichés. The messages about environment, poverty, or those campaigns that try to scare people have been so frequently repeated that the audience has already created mechanisms of defence against them. There are some messages that simply do not provoke feelings or emotions in people, no matter how hard or frequently those messages are touched. We have to avoid these numb messages.

Other messages trying to make people act locally, changing their own behaviours, turning off lights, using public transport or having shorter showers seem also to have been ineffective. Firstly, it is very challenging to change people’s day-to-day behaviour. Secondly, there is a reaction against these messages, “Why should I have a short shower, after a long, stressful working day? Why should I pay the price for this?”. “Is it my fault?” People ask themselves. The result is quite obvious. No results.

Climate Change has been depicted many times as something irreversible; with humanity dying in a hell of fire. This could become reality if we don’t take actions, but these messages often have a more negative than positive effect, pushing people to infer that nothing or little can be done. Instead as serving as a call to action, these messages usually work as a turn off, weakening people’s power and willingness to do something.

Hope is also power. So many revolutions have been won through the power of hope, because hope is the energy that powers change. This campaign will inspire people to see Climate Change with a new perspective. A perspective of optimism, confidence, faith and conviction of a new future of possibilities.

Most of people know little or not enough about climate change. This happens because of the complexity of the issue as well as the multiple and diffuse messages that come across the media. The result is that people don’t know where to focus and get lost on what they can do. This strategy takes on account and believes that knowledge is power for transformation. Information will play an important role in this campaign, guiding the audience in the right direction, to the core of the problem, and then, informing the possibilities for change, what can be done and how each individual can contribute.

Climate Change

a chance for hope

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12Oxfam

Visual language

The final visual language including logo, imagery and colour pallet improved to something more simple to reflect the core message of the campaign. The logo, became clean and simple. The whole campaign uses two different and contrasting backgrounds to reinforce the message of change and hope: a polluted past being replaced by a clean future.

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213 Climate Change

Our chance for a clean future.

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Oxfam

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Visual languagetypography

colour palette

The choice for typography is the san serif Frutiger 75 black, UPPERCASE. This typeface provides easy legibility, as well as beauty and simplicity. Frutiger is regarded as a typeface that is extremely easy to read because it is so clear, ideal for rapid recognition.

ABCDEFGHIJKLMNOPQRSTUVXYZW

1234567890

CHANCECLIMATE


C0 M0 Y0 K72 C0 M0 Y0 K85 C6 M15 Y97 K0 C100 M0 Y0 K0 C64 M39 Y20 K8 C16 M6 Y2 K0

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Our chancefor a cleanFuture.

This is the main copy to support the core campaign message. It is a text of hope, calling people think, to dream and to act. It will be displayed in some of the campaign material such as magazine ads, website and postcards.

Copy

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Oxfam

Imagine a future powered by SUN, WIND and WATER.

A future that is not fiction but a reality we can build

through our choices and action.

Around the world our climate is changing. Increased

droughts, floods and unpredictable seasons are already

wreaking havoc on people’s lives. The time for action is

now. This is our opportunity to build a world powered

by clean renewable energy sources and leave carbon

polluting fossil fuel behind.

THIS IS OUR CHANCE.

A CHANCE FOR A CLEAN FUTURE.

A FUTURE OF CLEAN ENERGY.

TAKE A CHANCE WITH oxfam.org.au/climate-chance.org.au

Copy

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post cardsThe “scratch and reveal” postcards will be printed in 4 different versions: Chance for hope, Chance for action, Chance for technology and Chance for solidarity. As the user scratches, a positive message related to the theme is shown. The messages aim to improve knowledge about the theme and call the audience to act.

Media

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This magazine ad works with 3 pages. The first one working as a teaser, then the message is revealed when the reader turns the page.

magazine ad

MediaMedia

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This billboard uses a 3D feature to catch the audience’s attention. The layer of paper is actually coming off the surface for a 3D effect.

3D billboard

Media

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MediaMedia

A website was developed to give support to the campaign. The content is focused in two main aspects. The first one is information about what can be done and new technologies available for renewable energy sources. The second feature, makes it easier for people to act, and make pressure, sending a letter to their member of parliament just with a simple click.

This website was designed using the same grid as Oxfam main website and preserving few of the main menus, so the user can jump in and off into the main website very easily.

website

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Oxfam

A chance forACTION

Our government should

redirect funds from the big polluting industries

and invest in clean renewable energy like

solar and wind.

Imagine a world powered by

clean and renewable energy. Consider this when choosing your

candidates. Support the ones who shares

same vison.

As a high per capita polluter,

Australia has a responsibility to act to

tackle climate change, and we have the capacity to do something about it.

oxfam.com.au/climate-chance

postcards.indd 4 20/10/10 5:50 PM

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Imagine a future powered by SUN, WIND and WATER. A future that is not fiction but a reality we can build through our choices and action.

Around the world our climate is changing. Increased droughts, floods and unpredictable seasons are already wreaking havoc on people’s lives. The time for action is now. This is our opportunity to build a world powered by clean renewable energy sources and leave carbon polluting fossil fuel behind.

THIS IS OUR CHANCE. A CHANCE FOR A CLEAN FUTURE. A FUTURE OF CLEAN ENERGY.

Oxfam TAKE A CHANCE WITH oxfam.org.au/climate-chance.org.au

postcards.indd 520/10/10 5:50 PM

Artworkpost cartSize 100mm Width x 150mm Height

Colour: front CMYK, back BLACK

Bleed: 3mm

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It’s not the first

time hunanity faces a challenge this big. We can overcome this one if we start

acting now.

Some think it’s too late to fix Climate Change.

The truth is that lots still can be done.

Let’s take the chance.

Why not dream

of a world with clean energy.

Dreaming is the first step to start

building it.

Oxfam

A chance forHOPE

oxfam.com.au/climate-chance

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postcards.indd 520/10/10 5:50 PM

Artworkpost cartSize 100mm Width x 150mm Height

Colour: front CMYK, back BLACK

Bleed: 3mm

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Artwork

3 pages

Size: 175mm Width x 255mm Height

colour: CMYK

magazine ad

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This is our chance to turn the page and leave fossil fuels behind.

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Artwork

website

40Oxfam

oxfam_climate chance

Documents

impact of climate change

impacts of climate change

climate change problem

effects of climate change

developing countries

increasing climate chaos

poor people

rich countries