The Global Poverty Crisis

Over 600 million people live in extreme poverty (defined as living on less than $1.90 per day). The consequences of this are a lack of basic human needs, including food and safe drinking water. Furthermore, the richest 1% now own more than the rest of the world combined with the rich-poor divide increasing year-on-year. This global economic inequality undermines the fight to end poverty.

A Campaign Lacking Cultural Insight

Oxfam have campaigned for urgent action to reduce inequality since 2014. The global ‘Even It Up’ campaign encourages public support for economic inequality’s causes e.g. issues relating to: tax avoidance, reduced spend on public services, workplace/wage and gender inequalities.

Despite traction in the southern hemisphere, Oxfam wanted ‘Even It Up’ to have a global impact in 2017 onwards. To do this Oxfam wanted a holistic understanding of how the public in diverse cultures (UK/Canada/India/South Africa/Spain/Mexico/USA) viewed inequality issues that influence the culture of poverty.

Objectives: cultural, campaign and change