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
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
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