Bullfrog launches intense first work for Oxfam Australia

Oxfam Australia has launched a new brand platform, ‘Unaccept Inequality’, calling on Aussies to tackle increasing levels of inequality and poverty, via recently appointed indie creative agency Bullfrog.

Bullfrog was appointed by Oxfam in June, winning the account following a competitive pitch process.

The new platform uses South African-born, Sri Lankan-Australian singer-songwriter Ecca Vandal as the voice of the campaign, where she intensely expresses the issues and inequalities that lead to global poverty.

Mike Doman, partner, foundations and communications, at Bullfrog, said: “There are a host of unacceptable things we’ve grown to accept in Australia – whether it’s the lionising of billionaires, our treatment of First Nations Australians, or our collective apathy towards permacrisis.

“‘Unaccept Inequality’ gives language to a starting point – a point from which we can build a more equal world,” he added.

Oxfam Australia’s executive lead of supporter activations, Emily Wigney, continued: “Australians are told we need to accept the systems that benefits few at the expense of many.

“As a society, we have the power to say that we do not accept this inequality – and together, we can urge our leaders to act for a more equal future.

“‘Unaccept Inequality’ gives Oxfam Australia a platform we can build on, across brand, campaigning and our aid and development work,” she concluded.

Last month, Bullfrog expanded into Sydney and hired former DDB national head of social, Alex Watts, to lead the operation. It also recently launched its first campaign for Australian mattress company Ecosa.

The agency plans to launch its UK offering later this year.

The ‘Unaccept Inequality’ campaign is live across BVOD, social, digital and radio.


Client: Oxfam Australia
Creative: Bullfrog
Production: Squeak E Clean
Animation: Lumberfly / Henry Bullen
Media: Initiative


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