Ethnic Public Relations - Oxfam Unwrapped

Bright Star devised a public relations campaign for Oxfam targeting British South Asians. The aim of the campaign was to raise awareness of Oxfam Unwrapped, the charity's catalogue that provides 'funusual' gifts for different occasions. All gifts are used to help relieve poverty and suffering in the places where they are needed most. Bright Star identified that the key periods in terms of gift buying for the South Asian communities were Eid and Diwali.

Bright Star wanted to talk in a positive and engaging way about the work that Oxfam does in South Asia. In addition, Bright Star needed to put the option of buying a gift through Oxfam Unwrapped on the table. The ethos of Oxfam Unwrapped fits in with the ethos of Eid, which is about giving something back to the needy. In addition Diwali also incorporates the idea of giving to the needy. Bright Star identified that it was very important to treat the two festivals separately and to use key messages that were specific to each festival and target audience.

Bright Star implemented a media relations campaign focussing on key ethnic media. The media campaign featured case studies of real people from Pakistan, Bangladesh and India, highlighting the work that has and continues to be done as a result of buying gifts through Oxfam Unwrapped.

Bright Star achieved excellent media coverage in key ethnic media.