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Act Of Laces

Oxfam Australia is an organisation working to end poverty and injustice around the world. There are 14 organizations that create the international confederation Oxfam, and with the help of different partners and allies they work with projects in 98 countries.
‘Act of Laces’ is my response to the Oxfam-brief which had the aim to (through a campaign) create awareness and inspire for action among young australians about the working conditions in the global sportswear industry.
With the target audience in mind, my campaign idea was creating a world record event with a 3-step act including guerilla advertising, viral actions and branding around the place of
the event.
The idea was to make the ‘Act of Laces’ a yearly event that would take part in all Oxfam countries around the world and gather people each year to continuously make a world record. This would help to keep pressure on shoe factories and remind people to act in support of workers rights every day.


Maria Holmberg

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