Oxfam Launches Major Experiential Campaign for Mothers' Day

As part of an experiential marketing drive for Mothers' Day, charity Oxfam has released an online video asking what makes mums special.

Called 'The Happiest Mothers' Day Card' campaign, it was created by Proximity London and Grand Visual. The creative features a giant canvas divided up into small squares, with the public invited to go online and dedicate a square to their mum. Artist Lizzie Mary Cullen will then paint their face into the square collage.

Using a dedicated website at www.happiestmothersdaycard.org, once people have signed up they will be contacted by Oxfam to showing them their dedication square in the finished card while explaining the work that the charity does. The campaign will further be supported through social media and digital channels, including a YouTube video that looks at what makes mothers so special.

The event will run at the Westfield shopping centre in London from Wednesday (19 March) to Sunday (23 March). Oxfam also hopes to break a Guinness World Record by getting 10,000 dedications to mothers, breaking the record for the most inputs to a greetings card which currently stands at 5,339.

Supporter Development Manager at Oxfam, John Lucas, explained that their new campaign is the "most significant" experiential activation the organisation has done.

He commented: "Oxfam can come across as a quite a complex organisation. Lots of big charities are seen as more of an institution. This is a way of engaging Oxfam in the everyday lives of people and bringing our work to life in a meaningful way."

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