The British Red Cross (BRC) is shining a light on its humanitarian efforts in the UK and worldwide to drive brand consideration among new donors.
Developed in partnership with global communications agency VCCP, the integrated ‘Here for Humanity’ campaign demonstrates the breadth of the response the Red Cross delivers in 192 countries to disasters and emergencies.
Showcased across video, digital-out-of-home (DOOH), press, out-of-home (OOH), social and radio, the 30-second film combines photography and video footage with text outlining the purpose of the BRC.
The campaign, in which media planning and buying has been handled by creative agency Havas Media, depicts the different ways the charity supports individuals and communities, all anchored by the charity’s iconic cross logo.
Images show responders delivering medical air, food and water, transportation and comfort, ending with the message that the Red Cross is ‘Here for Humanity’.
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A montage of digital assets also demonstrate the work undertaken by responders in helping people in a crisis to meet the immediate needs of people affected by disasters and emergencies around the world.
“The stark images seen in the Here for Humanity Campaign authentically show the Red Cross’ powerful response to crisis around the world,” said British Red Cross executive director of strategy and communications, Natasha Dickenson.
“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 is able to provide. So we decided to get out of the way and evidence it,”
“Using the BRC’s archive alongside news footage and editorial photography, we were able to build an authentic and objective montage to depict exactly what the Red Cross 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.”
The campaign follows in the wake of the humanitarian charity selecting Havas Media UK as its creative agency last year.
