Oxfam 'I'm in'.
Oxfam needed a rallying cry to encourage younger people to sign up and pledge their support to fighting poverty. 'I'm in' was that rallying cry. Simple, powerful and youthful. The campaign was truly integrated, using TV, National Press, DM, Online, Viral, Tubecards, PR Stunts, and Ambient media.In all, over 800,000 people said 'I'm in' and pledged their support to fighting poverty by donating or campaigning.