One of Tom’s images of the ‘Chutes de la Karera Falls’ was used in the Oxfam 2014 food for all campaign, which coincided with a major re-brand of the charity.
The advert appeared on billboards, on the London underground, busses, in print and online.
The images used in this campaign were intended as part of a shift away from representing the people of Africa as helpless and dependant – instead celebrating the beauty of the continent and it’s people. We’re proud to contribute to this shift in representation from a major NGO in the sector. It’s worth noting that this campaign stimulated a significant amount of conversation around the public perception of Africa in the global north, and the role charities like Oxfam have in shaping this view. We welcome this discussion, and are working activity with ethical approaches to storytelling through our participatory projects.
An article about the campaign appeared in the Guardian here:
https://www.theguardian.com/world/2013/jan/10/oxfam-africa-aid-campaign
Martin and Martin 