Digital Marketing

Oxfam
Gaza Campaigns
Social Media

The work

Over a year, I have been responsible for producing a continuous stream of paid ads for Oxfam GB’s Ceasefire and Stop Arming Israel petitions, alongside organic social media support.

The work involved research, identifying content hooks, content and creative development, and production and delivery of ads, whilst ensuring relevance to audiences and closely following situational updates, news and social discourse.

Our approach

We adopted a test-and-learn approach, with constant review of performance and insights to guide the creative and content strategy. Following that insight, which showed audience’s responded more to ‘less designed’ ads, creative became increasingly tuned to simplicity, urgency, and fostering an emotional connection with the audience.

“Megan’s clear and direct creative style has helped us to stand out, and has been a key factor in increasing traffic to a range of campaign actions.”

— charlotte Newton, Campaign Engagement Manager, Oxfam gb

Static Paid Ads

Animated Paid ads

Organic Carousel

Credits

Art direction, content curation, design and video editing: Megan Shields
Copy: Vicky McGarvey
Creative Support and Sign off: Thomas Instone
Campaign Engagement: Charlotte Newton, Helen Honstvet
Paid Social: Hannah Hooley, Stef Atkins
Organic Social: Max Van Woerkom

Amnesty International & Grassriots
Light the Way Campaign

The work

Development of a visual identity for creative agency Grassriot’s Light the Way concept and delivery of a full suite of digital campaign assets for the supporter journey, including social ads, emails, and landing page banners.

Our approach

We created warm, empowering visuals focused on collective action, motivating the audience to take a simple action that could spark a movement. Strong use of Amnesty’s brand colors ensured immediate recognition and a clear connection to human rights advocacy.