• More than 450 pieces of international media coverage
• AVE of £34m
• Coverage highlights: The Telegraph, The Guardian, The Independent, Marie Claire, Mail Online

The campaign

Textile production contributes more to climate change than international aviation and shipping combined [House of Commons Environmental Committee 2019]. Oxfam wanted to raise awareness about the impact fast fashion is having on the planet ahead of the UN climate summit COP 26. Objectives also included generating sales in Oxfam shops and encouraging sign-ups for email marketing.

Talent

We partnered with actor Sienna Miller to front the campaign, which encouraged people to shop only second-hand for the month of September. As the PR Lead, I coordinated all external communications with the media and with partners. I placed the exclusive on the front cover of the Telegraph’s Stella magazine, which led to features in Marie Claire and The Independent. Content from the photoshoot was also used across Oxfam’s social media and marketing channels.

I on-boarded fashion designer and rising star Harris Reed. The collab led to his London Fashion Week show featuring Oxfam. He later made a dress for actor Emma Watson from second-hand Oxfam wedding dresses, which featured on the red carpet. Coverage included the cover of Grazia, Harper’s Bazaar, Vogue, GQ, The Metro and Mail Online.

Corporate partnerships

I managed corporate partnerships with eBay and Selfridges. Selfridges housed an Oxfam pop-up shop in its store on Bond Street, and eBay held a promotion encouraging people to sell for Oxfam, matching the amount raised.