News & events

Oxfam publishes apology in newspapers

The full-page, long-copy ad, headlined 'We are so sorry', was published in Saturday's (17 February) Guardian and The Times – the title which first broke the Oxfam sex scandal story.

Addressed "To Oxfam supporters, friends and volunteers", the ad states: "We are so sorry for the appalling behaviour that happened in our name. More than anything, we are sorry to the people of Haiti and other places where the conduct of Oxfam staff was reprehensible."

The ad goes on to outline how the charity is working with the government and the Charity Commission to address its approach to safeguarding and "improve our culture so that no woman faces sexism, discrimination or abuse".

The ad, which you can see above, is signed by Caroline Thomson, chair of trustees at Oxfam GB and Mark Goldring, chief executive of Oxfam GB.

Speaking to Marketing Week, Newsworks' CEO Vanessa Clifford said of the ad: "In times of crisis, brands often turn to newspapers to speak directly to readers in a newsworthy, trusted and engaged environment – in the case of Oxfam's ad, it's no coincidence that it appears in the title where the news story originally broke.

"Putting a statement like this in print holds gravitas and garners attention, becoming a news story in itself, while also allowing the brand to apologise, reassure and lay-out its plans for change via a long-copy approach."

by Jessie Sampson 19/02/18

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