Fundraising news, ideas and inspiration for professional charity fundraisers

DRTV campaign drives sign-ups for Oxfam’s Dressed By The Kids Day

DRTV campaign drives sign-ups for Oxfam’s Dressed By The Kids Day

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.

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.”



Howard Lake is a digital fundraising entrepreneur. Publisher of UK Fundraising, the world's first web resource for professional fundraisers, since 1994. Trainer and consultant in digital fundraising. Founder of Fundraising Camp and co-founder of Research massive growth in giving.

Get free email updates

Keep up to date with fundraising news, ideas and inspiration with a weekly or daily email. [Privacy]

* We do not share your email or personal details.
" />