This is a campaign of three posters/press ads aimed at getting people to engage with Oxfam and their activities.
Oxfam's mission is to eradicate poverty and suffering with the help of others. The brief for this campaign emphasised the importance of developing a relationship between the charity and its contributors so that people think beyond the act of merely donating money to the charity and more towards how they can be involved in the charity's activities.
The brief also requested a move away from traditional charity advertising and imagery.
This campaign turns the focus away from the people that are being helped by Oxfam and onto the people who support and donate to Oxfam. While selflessness and helping others are very admirable activities, at the end of the day everyone has an obligation to look after themselves. If you don't look after yourself sufficiently then you can't be of assistance to a charity like Oxfam.
By taking this slightly sideways view of the relationship it is hoped that people will look towards themselves and figure out what they, as a unique individual, can contribute to the overall cause.