Oxfam's Behind the Brand's Code for Corporate Campaigning

Sur 25, Vol. 14, No. 25, 2017

8 Pages Posted: 30 Jan 2018

Date Written: July 10, 2017

Abstract

Oxfam’s Behind the Brands campaign was launched in 2013 and sought to influence the sourcing policies of the world’s ten biggest food and beverage companies. Over the three years of Behind the Brands, the campaign achieved a series of significant successes, particularly around land rights, women’s empowerment and climate change, both in mobilising a significant number of supporters and achieving a series of significant policy wins. This article highlights some of the principles and tools the campaign used in achieving those policy wins.

Keywords: Corporate campaign, Supply chain, Consumer brands

Suggested Citation

Tamir, Irit, Oxfam's Behind the Brand's Code for Corporate Campaigning (July 10, 2017). Sur 25, Vol. 14, No. 25, 2017. Available at SSRN: https://ssrn.com/abstract=3106768

Irit Tamir (Contact Author)

Oxfam International ( email )

Washington, DC 20036
United States

Register to save articles to
your library

Register

Paper statistics

Downloads
11
Abstract Views
89
PlumX Metrics