Agency of the year

Oxfam launches the Happiest Mother’s Day card with live art event

Proximity London have brought together talented artist Lizzie Mary Cullen and cutting edge technology by Grand Visual to create a real time giant Mother’s Day card for Oxfam – a celebration of mums around the world as part of the charity’s Mother Appeal.

The Happiest Mother’s Day Card is a giant canvas divided up into lots of little squares. When a member of the public goes online and dedicates a square to their mum via the website, the artist will paint within that square and bring it to life. This means the more people that take part and celebrate their mum, the more the design of the card will grow and blossom.

Launching today, Wednesday 19th March at Westfield London, the art event will run for five days until Sunday 23 March. During this time, the public will be invited to dedicate their square online at happiestmothersdaycard.org  where they can also watch a live video stream of the artist working on the card and also make a small optional donation.

At the end of the event, the artwork will be turned into a giant Mother’s Day card, hopefully breaking the world record for most contributions to a greetings card. The attempt has been officially approved by Guinness World Records with the current record standing at 5,339 contributions.

Proximity London devised the strategy, creative concept and execution (including web user experience and design) and overall management of the event.

Oxfam’s brief to Proximity London was to generate buzz and publicity for Oxfam’s Mother Appeal (a mass audience fundraiser to raise over £10 million* to help mothers worldwide lift themselves and their families out of poverty for good); then translate this buzz into donations and data capture for future support.

John Treacy, Executive Creative Director at Proximity London said, “The Happiest Mother’s Day card blends a live event with digital innovation to create a powerful idea that drives awareness, participation and ultimately donation.  But more than that, it’s also a celebration of some of the most powerful and important people in the world, in the run up to the day we think of them the most.”

John Lucas, Supporter Development Manager at Oxfam said, “The aim is to mobilise networks and communities of people to come together and share in a celebration of mums by creating something that is very social and sharable, while at the same time very personal.”