Oxfam has introduced a new strapline to communicate its work and objectives - "Be Humankind".

Part of a rebranding exercise, the strapline appears on the charity's website, in a new series of posters, and in a new 3d computer-animated TV advert which airs tonight for the first time on ITV at 19.45 during Coronation Street. The charity emailed its supporters today to give them a preview of the new advert.

The concept behind 'Be Humankind' is a drive to call on all those people who don't think they can make a difference to world poverty to think again. "We're determined to turn heads and inspire more people to join us in overcoming poverty" the charity told its supporters today.

www.oxfam.org.uk [1]