Finding new committed givers has become increasingly difficult for charities. A large group of potential givers, however, don’t believe that their relatively small amount of money will make any difference to the larger problem of poverty in the developing world. The campaign aimed to address that barrier with the proposition, "small things make a big difference". The creative led with a positive message – contradicting the traditional message of starving African children – and explaining how small amounts of money have already changed lives in the developing world.

The strategy was to align the developing world with our lives in the UK – narrowing the geographical distance and making it easier to empathise. The media integrated the Oxfam shops and enabled the creative to have a local feel. To start people thinking, 90” cinema ads and outdoor posters were launched alone for the first two weeks of the campaign. Local press ads and shop materials were then launched and DRTV was included, to create depth and bring the local feel alive. Direct mail and doordrops were included in the fifth week to broaden the response.