The British Red Cross is celebrating five years of collaboration with the Wimbledon Foundation with a new campaign film focusing on a message of unity.
Unveiled ahead of Wimbledon finals weekend – where Italy’s Jannik Sinner and Poland’s Iga Swiatek were crowned men’s and women’s singles champions respectively – the film features over 30 real-life British Red Cross staff and volunteers.
Spelling out ‘Love All’ on the All England Club’s famous Centre Court, the 90-second film spotlights the vital work the charity and its sister outfit the Red Crescent undertake across the world to help with disaster relief.
“Responding to communities in crisis has been at the heart of the partnership between the British Red Cross and the Wimbledon Foundation since it began during the pandemic in 2020,” said Béatrice Butsana-Sita, CEO of the British Red Cross.
“The Foundation’s support helped us respond to emergencies in more than 100 countries last year, including flooding in Kenya and Hurricane Beryl in the Caribbean.”
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Developed by brand, marketing and communications specialist Definition, the creative is intended to serve as a symbol of the partnership’s “enduring impact”.
Matt Cowan, senior account director at Definition added: “Developing the ‘Love All’ creative concept allowed us to celebrate the unifying, practical support the partnership provides to people in need, both here in the UK and across the world. It’s been a privilege to help tell these powerful stories of compassion and solidarity at such an iconic venue.”
