Community activism for supporters at every step from story to action
Reframed Oxfam Novib's social-justice message as a brand story people could recognise and join, then built the digital system that carries it. Themed communities built around real behaviour and local changemakers turned global causes into human stories, while a continuous cycle of content, interaction and conversion met supporters where they already were, and moved them from story to action.
Oxfam Novib needed its brand to feel human and specific instead of abstract, and needed that story to translate into measurable action and steady supporter growth.
Narrative around local changemakers
Themed communities, social and digital
AI prototyped content to conversion cycle
1M people mobilised through a single petition
395,000 supporters activated around shared causes
