British Red Cross awards business to Havas Media UK

British Red Cross is aiming to expand its supporter base and ultimately boost its fundraising efforts with the appointment of Havas Media UK to the humanitarian charity’s media planning and buying account, following a competitive pitch.

Havas Media UK will support British Red Cross’ ten-year strategy, which focuses on three humanitarian crises: disasters and emergencies; health inequalities; and displacement and migration.

The strategy will harness paid, owned, shared and earned channels, with initial activity including digital volunteer recruitment and legacy campaigns, to be followed by an integrated brand and fundraising push later this year.

Medialab Group will continue to plan offline media activity for emergency appeals.

British Red Cross is one of the largest charities in the UK, with nearly 4,000 staff and around 20,000 registered volunteers providing help to vulnerable people in the UK and overseas when crises strike.

Director of supporter marketing and engagement Kerry Blackstock said: “During our pitch process, Havas Media demonstrated impressive business acumen and industry-leading capabilities across both brand and performance media.

“However, what really set them apart was their digital and integrated planning capabilities. They also demonstrated real passion for the work we do and a desire to partner with us to make a difference to the lives of vulnerable people in times of crisis.”

Havas Media UK managing director Stephanie Marks added: “The British Red Cross is a phenomenal organisation and the work it does has real impact. It’s a brand that’s a true force for good, which aligns with our own ongoing mission to make a meaningful difference.

“We’re fully committed to helping British Red Cross achieve its long-term ambitions and can’t wait to get started.”