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Oxfam has released a TV spot demonstrating how the charity can change lives with the help of donations. Rainey Kelly Campbell Roalfe/Y&R created the ad, which shows a six-year-old boy and other members of his community being lifted off the ground after his mother is given a cow from Oxfam. It is accompanied by a soundtrack by Rudimental. The work was created by Mike Boles and Jerry Hollens, and directed by Keith McCarthy through Moxie Pictures.