1. Oxfam’s ‘Water Week’ Campaign
Technique- Video:
Oxfam have aimed their promotional video at kids learning in school. They have successfully
achieved targeting at kids through the use of the simple and straightforward rhetorical sentences,
which gets the kids thinking and engrossed into the campaign. Moreover, in the video kids are
mostly shown and this is effective as the kids in school can compare their lives. They have used the
campaign colours consisting of blue and white throughout the video, which not only represents the
campaigns logo but also connotes water.
To make it clearer, towards the end of the video, after each sentence, there are series of images that
link back to the topic as well as the sentence. Also those images are quite pleasant which ends the
video on a good note and leaves a good image on the audiences’ mind, as well as showing them that
there is something they can do about it, as there are success stories present at the end of the video.
Lastly, they also inform the kids what their money can provide for others. By doing this the people
who will want to donate, know exactly where their money’s going. Overall, this technique is really
successful as it contains all the information that will be needed in order to get people to donate.