34 35 OXFAM THE CHALLENGE To maximize bene?ts to the needy, Oxfam spends very little money on advertising and marketing. The challenge was to create a campaign that would inspire advertising agencies and media outlets to contribute time, space and talent to Oxfam Canada. THE STRATEGY For budget reasons, Dory decided to produce a completely online campaign. With the help of renowned comedienne Mary Walsh (“Marg Delahunty, Princess Warrior”),

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