British Red Cross launches Here for Humanity multichannel campaign

The British Red Cross has launched a multichannel campaign to shine a light on its humanitarian efforts in the UK and around the world, and drive brand consideration among new donors.

The 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. It is running across online video, OOH (including digital), press, digital, social and radio. Media planning and buying has been handled by Havas Media.

Using authentic footage and photography of responders in action, the campaign showcases the various ways the 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 helping flood-devastated communities in the UK.

Three 30-second films combine photography and video footage with text outlining what the Red Cross is there for, all anchored by the charity’s iconic logo. 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, they are Here for Humanity.

Digital assets also use 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 stark images seen in the Here for Humanity Campaign authentically show the Red Cross’ powerful response to crisis around the world,” said Natasha Dickinson, Executive Director, Strategy and Communications at British Red Cross. “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.”