Background

While the wealthiest in the world contribute most to climate change, It’s the poorest and most marginalized who pay the highest price. The richest countries, corporations and individuals most responsible for the climate crisis are failing to pay for the harm climate change is causing around the world, even fiercely resisting progress toward real solutions.

Oxfam’s Climate Justice strategy is ultimately about system change – challenging the current global economic model that puts profit and greed before people and the planet. A system that is creating multiple crises –climate breakdown, spiraling economic inequality, gender injustice, and humanitarian disasters – interlinked crises that are reaching a crescendo. A system that is perpetuated and controlled by the richest and most powerful countries, people, and corporations, and leaves women, racialized, and other oppressed groups at the bottom of the exploitation spectrum.

More about the campaign:

Last year, we collaborated with 4 activists on Make Rich Polluters Pay campaign; a campaign that seeks to see that the biggest polluters, who are raking in record profits and amassing huge fortunes, must pay for the climate crisis they created and the cost of building a fairer future. The campaign was taken up well by public audiences in dozens of countries around the world, and we received 500,000 signatures for the campaign petition. We want to build on the momentum as this campaign continues in the second year. Our partnership with young climate activists will again be at the centre of a global campaign this year, with Oxfam committed to amplifying their voice and demands.

‘Objective

1. Pitch a new creative idea to execute for the 4 activists for the year 2024

OR

1. Develop the idea below

Target Audience

Our focus is on creating a campaign that resonates with a warm audience that is already aware and sympathetic on climate, environmental and social justice issues. This is because the creative materials serve the purpose of moving audiences to take action such as signing the Make Rich Polluters Pay petition.

Example of Oxfam Creative Idea:

1. “Pass the lens” video concept

This is a creative way of continuing to amplify the work that the activists are doing in their respective countries.

It will be a compilation video that shows each country context with either the activist in shot or the activist doing a short voice over for. We would move from one country to the other. The uniqueness to the video would be the transition from one country to the other as we will show a “lens” move from one country to the next (borrowing from music video transitions).

This would require a central template for shooting and local photographers can shoot and have the agency edit the video.

The very high inspiration is the transitions in this Jungle video: https://www.youtube.com/watch?v=q3lX2p_Uy9I&ab_channel=Jungle4eva