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The concept falls back to the core mission of Oxfam, end poverty. We have the Chinese word of poverty, "窮", handwritten at the center of the key visual as the main focus. It looks weak and shaky. The middle part of the word is repeated in a few times, which makes the lower part of the word, "身" and "弓", look like a ladder and a maze like route, meaning endless poverty that couldn't able to escape. There are some ascending decades indications inside the word, just like a timeline, representing poverty being inherited and prolonged.