Oxfam is a global organisation working in approximately 90 countries worldwide to right the wrongs of poverty, hunger, and injustice. Oxfam save lives, develop long-term solutions to poverty, and campaign for social change.

Oxfam wanted to show world leaders that there is a growing global movement demanding decisive action to stop land grabs, but in order to get this issue on to the media and political agenda, it was imperative that Oxfam created engaging content, which demonstrated public support for the cause.

Working with Coldplay, Oxfam partnered with Scoopshot, a global crowdsourcing service for on-demand photography. Using Scoopshot’s service, Oxfam sourced photos and video from the public to use in a music video, calling for an end to land grabs.

Strategy

Oxfam called on Coldplay and music video and film director Mat Whitecross to produce a music video, portraying the idea of land grabs visually through the notion of dislocation and displacement.

Working with Scoopshot, Oxfam asked photographers to echo this idea of dislocation and displacement in their own way in the form of creative video or photographic content. Scoopshot’s global network of photographers was asked to move something favourite, personal or familiar from their home to somewhere it doesn't belong, or do something personal, everyday, familiar that they'd usually do at home, in totally the wrong place.

By involving the community in the creation of the video, Oxfam was able to engage the public from the very start, simultaneously showing political organisations that there is huge public support for the cause.

Implementation

Oxfam needed to source a huge amount of content quickly, while keeping costs to a minimum. Scoopshot’s crowdsourcing service gave Oxfam the ability to target a large, global community of mobile photographers.
Oxfam created a task asking people to supply photos for the campaign. An instant message was sent directly to photographer’s mobile phones, alerting them to the task.

Photos and videos submitted via an app were curated by Mat Whitecross to create a music video featuring thousands of different contributors. The video set to an acoustic version of Coldplay track 'In My Place' was launched by in April as the World Bank convened its Annual Spring Meetings.

Results

Creating a music video from user generated content allowed Oxfam to engage the public, as well as political organisations in the unsettlement that land grabs cause.

Oxfam’s video has been viewed more than 50,000 times to date since its launch, with Scoopshot users contributing more than 5,600 photos and 800 videos in less than a month .

Following the video’s release, the World Bank issued a statement agreeing to most of Oxfam’s demands.

You can watch the video at http://oxfamontour.org/coldplay/inmyplacefilm/

 

By Niko Ruokosuo, CEO at Scoopshot.

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