It All Starts With You - Oxfam

Ideologies
- £2 a month can make a difference
- We need to help more
- All these good things are great but there's still people in poverty who need help.

Visual/Narrative Techniques
- Uses the repeating images of what Oxfam is doing. The well, field, educated children and the money are shown more than once
- Voiceover of Stephen Fry - recognisable and trusted.
- Poem like, reinforcing the ideas and the Oxfam charity name
- Uses visuals of children and adults to show the effects the charity has on both

Advertising Techniques
- Very typical imagery of a charity advert, phone number subtitles and donation information as well as the charity logo. Constantly mentioning the charity name
- Thanks the audience, uses second person.
- It does guilt the audience a bit as it just says "someone like you" which suggests the audience aren't doing anything. Although the advert is clearly directed at trying to get non-donors to donate.
- Shows benefits of donating
- It is more positive than some other adverts, mainly focussing on the positives.
- "Thank you" and "Start helping"

What does/doesn't work
- Positive so people are more likely watch it. Nobody really seeks out charity adverts anyway but they are more likely not to turn it off if it makes them feel good.
- It lies. £2 a month is not what funds this campaign, it is the thousands that their charity shops bring in every year. Not to mention the fact that Oxfam spent over £100 million last year on wages and benefits for their top employees. 50p of every £2 donated will statistically be spent on wages which is not mentioned at all in the advert.
- Oxfam makes over 400 million every year so with around 50 million adults in the population all donating only £2 a month they would only be making enough to pay for the wages of the employees. So when it says 'thanks to £2 a month from someone like you' it is just not true. Those wells were funded by the government and charity shops.