Oxfam launches campaign to honor activists’ legacy

Filmed in London, UK and Nairobi, Kenya, this short film is part of a new Oxfam initiative urging older generations to ‘keep fighting’.

In a poignant initiative, Don’t Panic is collaborating with Oxfam to bring the story of Edith, a passionate protester, to life. Surrounded by the joy of her grandchildren, she shares stories of her youth, when she protested with her friends and wrote “bold” messages on her signs.

The ad takes viewers on what feels like a journey back in time, showing black-and-white flashbacks to their youth. Surprisingly, the revelation that the memories are not from his native London, but from the present in Nairobi, Kenya, adds an unexpected twist. There, another young protester joins the fight with his comrades.

This short film, filmed in London, UK and Nairobi, Kenya, is part of a new Oxfam initiative urging older generations to ‘keep fighting’ by bequeathing their support for important causes in their wills.

“Authenticity was key to this campaign. Finding a real protester and a real protester in Kenya presented many production challenges, but it’s also the reason the film felt so authentic and real. Joyce, the Kenyan protester, was amazing to work with. She’s passionate about climate change and brought all that passion “We had to be flexible in the production process because the dates of the protests, and even the course of them, were constantly changing,” explained Rick Dodds, Don’t Panic’s creative partner.

Once the demonstration’s validity was immortalized in Kenya, they backed away from the “British novelty” option. An actor capable of holding the audience’s attention and convincingly portraying the older Joyce was required for the revelation to take effect. Edith, the British grandmother, who also participated in the protests, provided an authenticity that enhanced the narrative.

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In parallel with the launch of the campaign, Oxfam is paying tribute to one of the largest demonstrations in British history by bringing together the original demonstrators of the famous 1983 peace march in London’s Hyde Park. This entertainment celebrates the 40th anniversary of the event.

“Too often, older campaigns targeting older audiences speak in a soft, laconic, almost condescending tone, portraying them as the archetypal ‘older person’. We wanted to break that mold and pay tribute to the spirit of “The combativeness that characterizes this generation, and celebrating them as the original generation of protest.”

Not only does this campaign return Oxfam to its activist roots, it also represents a shift towards a tone that highlights this generation’s inherent fighting instinct.

The campaign will be broadcast on Sky, ITV, Channel 4, Sky News and Channel 5, as well as outdoor, print and radio advertising space. Kite Factory Media was responsible for media planning and staffing.

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