Oxfam – COP 30 Influencer Campaign

CHALLENGE

Oxfam’s Carbon Inequality research revealed a stark truth: the richest 1% are responsible for exponentially higher emissions than the poorest half of the world.

The challenge wasn’t producing another NGO film. It was translating complex climate data into a format that could:

• Travel globally ahead of COP30
• Cut through social feeds
• Mobilise petition sign-ups at scale
• Work across multiple Oxfam global affiliates without losing strategic coherence

The brief demanded cultural cut-through, not polished broadcast craft.

CREATIVE SOLUTION

We reframed carbon inequality as a physical, participatory challenge. Climate creators  invited members of the public to “lift” the daily carbon weight of different income brackets – from the poorest 50% to the 0.01%.

As the weights increased, so did the absurdity. The final lift – representing the ultra-rich – became impossible.

A simple, TikTok-native format. And devastatingly clear in exposing inequality. The tone felt native to social platforms – vox-pop, self-shot, reactive – not corporate, not institutional.

PLATFORM DESIGN

This was built as a scalable social mobilisation platform, not a one-off film.

We designed:

• English, Spanish and French films – which could be edited together as a hero global film.
• Global Oxfam affiliate adaptation framework
• Micro-influencer activation across key territories. Native-language versions to increase engagement and trust
• Cross-posting architecture across influencer and Oxfam channels

By prioritising micro-creators over macro talent, we achieved:

• Higher engagement rates
• Stronger local trust
• Built-in distribution
• Greener, decentralised production

The campaign was engineered for replication, localisation and speed — critical ahead of COP30.

FUNDING ARCHITECTURE

Rather than invest in traditional production infrastructure (travel, crews, hired kit), we:

• Used self-shot creator content
• Remote-managed production
• Eliminated unnecessary overheads
• Reinvested savings into multi-language content

We also leveraged platform relationships with TikTok and META to increase organic amplification.

The result was a campaign that maximised the budget – shifting funds from production gloss to distribution and scalability.

IMPACT 

• 18 million+ reach
• 150,000 global petition engagements
• International cross Oxfam affiliate adoption
• High-value COP30 positioning
• Delivered at exceptional ROI