DRTV campaign drives sign-ups for Oxfam’s Dressed By The Kids Day
Howard Lake | 28 April 2016 | News
A 40-second direct response TV advert has recruited thousands of participants for Oxfam’s new mass participation event. Dressed By The Kids Day takes place on 29 April.
The ‘Ultimate Challenge’ commercial, created by WPN Chameleon, takes a humorous approach, designed to help the event stand out from the many charity events and challenges on offer.
The advert invites people to text to request their fundraising pack to take part in the event. Parents agree to let their children dress them for work that day, in return for making a donation to Oxfam.
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Tom Holloway, New Product Manager at Oxfam, said:
“We are delighted the ad has performed so well in recruiting so many brilliant supporters to help in our mission of ending poverty for good. Now we’re looking forward to seeing all the amazing outfits this Friday.”
Maria Philips, Director of TV and Film at WPN Chameleon, added:
“We loved the challenge of going on TV with Oxfam’s brand new event. Dressed By The Kids is such an engaging, fun concept, but it’s hard to get people to take notice when there is so much charity advertising on TV. We knew we needed to be really creative in order to stand out, and the Ultimate Challenge idea was perfect.”
- Superdry promotes recycling clothes in partnership with Oxfam (15 September 2021)
- Oxfam launches major fundraiser ‘Dressed by the Kids’ Day (14 March 2016)
- Oxfam sees aid funding suspended over DRC abuse allegations (8 April 2021)
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.