The impact of the coronavirus pandemic has meant we’re all living in unprecedented conditions of stress, fear and isolation. But many, some of the most vulnerable amongst us, are at an even greater risk. British Red Cross is there to ensure they don’t fall through the gaps.
During a state of national lockdown, we created this captivating emergency DRTV appeal to raise vital funds and awareness to support those hit hardest. The story is based on real calls to the British Red Cross helpline, and uses key fundraising success drivers of need, hope and urgency to encourage audiences to donate.
The creative concept stays true to these success drivers, overcoming the many filming and logistical challenges imposed by the early stages of lockdown, within strict government guidelines. The final creative is flexible and able to respond to the fast-changing nature of the pandemic in the UK, and an evolving national context.
We used a combination of archive and stock footage, user-generated and mobile phone content to build a rich, emotive and relatable story around one beneficiary’s phone call. This offers a different perspective from many other ads in the space, allowing British Red Cross to steer the conversation towards the most unseen people in need.
The film launched in May 2020 with very positive early results and great feedback.