Created by WWAV Rapp Collins, the ad was originally shown on air in 1994 and demonstrates how regularly giving to Oxfam can help people help themselves to work their way out of poverty.
The images and music in the 90-second commercial have changed to give a more up-to-date feel to the ad. It portrays a man fishing to feed his family and demonstrates that by giving someone the means to catch their own food, rather than the food itself, it enables them to support themselves.
The ad asks viewers to call an 0800 number and pledge 拢2 a month.
The ad is currently being shown on Channel 4, Five and some ITV regions as well as satellite and cable channels. If the campaign is successful, it will be rolled out in February and other prompts may be tested.
All media buying is through WWAV Rapp Collins Media.
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