Oxfam launches Mother's Day campaign with record-breaking art stunt

Oxfam will be creating a real-time giant Mother's Day card at a five-day live art event running at London's Westfield.

Artist Lizzie Mary Cullen will create the card's artwork live
Artist Lizzie Mary Cullen will create the card's artwork live

The event, taking place from 19-23 March at The Atrium space within the shopping centre, is part of the charity's Mother Appeal, a mass audience fundraiser to raise more than £10m to help mothers worldwide lift themselves and their families out of poverty. The campaign has been devised by agency Proximity London, with technology provided by Grand Visual.

The 'Happiest Mother’s Day Card' stunt will involve 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, artist Lizzie Mary Cullen will then paint within that square and bring it to life.

The public is being invited to dedicate their square online, 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, and Oxfam hopes to break 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.  

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."

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