British Red Cross hunts donors with 'Here for Humanity'

The British Red Cross is launching a new integrated campaign to shine a light on its humanitarian efforts in the UK and around the world and drive brand consideration among new donors.

The multi-channel campaign, Here for Humanity, was developed in partnership with VCCP London to demonstrate the breadth of the response that the Red Cross delivers in 192 countries to disasters and emergencies. Media planning and buying is through Havas Media.

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.

Using authentic footage and photography of responders in action, the campaign showcases differing ways British Red Cross supports individuals and communities, whether in Ukraine helping people suffering the impact of the conflict with Russia, dealing with the aftermath of natural disasters in Turkey and Syria, or flood-devastated communities in the UK.

Three 30″ films combine photography and video footage with text outlining what the Red Cross is there for. Images show responders delivering medical aid, food and water, transportation and comfort and ending with the message that, for everything Red Cross are here for, it is “Here for Humanity”.

Digital activity also uses a montage to demonstrate the work undertaken by Red Cross responders in helping people in a crisis to meet the immediate needs of people affected by disasters and emergencies around the world.~

The campaign will run across online video, digital and traditional outdoor, press, digital, social and radio until November 19. It emphasises that help is still needed during ongoing crises in Ukraine as well as relief efforts in Turkey and Syria.

The central message builds on the “World’s Emergency Responder” positioning, developed by VCCP, which has proved successful in creating emotional connection with new donors.

British Red Cross executive director of strategy and communications Natasha Dickinson said: “The stark images authentically show the Red Cross’ powerful response to crisis around the world.

“These raw images turn the spotlight onto our responders and the people they help by providing essential medical aid, food and water, transportation and comfort showing that the Red Cross is Here for Humanity.”

VCCP London creative director Paul Cohen added: “Here for Humanity best encapsulates the incomparable response the British Red Cross are able to provide. So we decided to get out of the way and evidence it.

“Using the Red Cross’ archive alongside news footage and editorial photography, we were able to build an authentic and objective montage to depict exactly what the organisation does. Then, like an X that marks the spot, we used the Red Cross which appears on all Responders’ uniforms as a visual hook to highlight that they are literally ‘here’ in every scene.”