In 2009 I created the Give a Goat Campaign, a tongue in cheek way of saying 'Give a #+*!'. Buying a small gift from an Oxfam Store contributes to a woman buying a goat in Malawi. A small herd of goats means access to fresh water daily and goats milk to sell.
Idea and Strategy
The idea was simple. A few years later it was taken on by World Aid Organisation whereby people could make a direct donation to the Give a Goat campaign so a woman in Malawi could buy her first Goat.
Media
Ideas launch, digital content and synopsis of concept for multiple digital channels.
Outcome
A successful campaign online and in-store which has continued for close to a decade. Also extended by World Aid Organisation for direct donations to buy goats for villagers in Malawi and other neighbouring regions.
Geocrete 
