Second Hand September, Oxfam’s annual campaign encouraging people to say no to new clothes for 30 days. For this refreshed edition, we reimagined the campaign to connect with a more socially conscious, digitally native Gen Z audience through bold visuals, platform-native content, and community-powered influence.

Objectives

Revitalize the campaign’s visual identity to resonate with Gen Z aesthetics and values.
Drive digital engagement and social participation at scale.
Position second-hand fashion as aspirational, empowering, and socially impactful.

Creative Direction
Jon Stewart
Design & Art Direction
Ed Berry
Copywriter
Alya Al-Khatib