Here for Humanity

British Red Cross

Agency: VCCP and Havas
Client: British Red Cross

There are more causes than ever fighting for our audience's attention, so it’s never been more important to stand out and attract new donors and supporters. British Red Cross are top of mind during disasters and emergencies, but we must continue to sustain and attract support in-between these events. ​

‘Here for humanity’ was launched as our new integrated brand campaign, with our brand USP ‘Together we are the world’s emergency responders’, as our secondary message encouraging new audiences to ‘support us’. To create an authentic and emotional connection with supporters, real footage and images were used front and centre to shine a light on the incredible work our emergency responders do on the ground to support humanity, in the UK and around the world in 191 countries. The new creative cleverly heroes our internationally recognised emblem, signifying ‘X’ marks the spot, a visual cue for being ‘here’ and present for humanity whenever they are in crisis. The blend of integrated opportunities allowed the flexible creative idea, to span from low dwell time content through to deeper story-telling, to get under the skin of experiences on the ground directly from a range of our volunteers.