As the world’s largest humanitarian organisation, the Red Cross is uniquely placed to support refugees, people seeking asylum and vulnerable migrants across the globe. As part of Refugee Week, we launched a multichannel video campaign to bring on board like-minded supporters who want to help create a positive environment for refugees and people seeking asylum in the UK.
Based on the concept of missing pieces, the film explores the link between the fragmented lives of refugees and the parts the charity help them rebuild. It follows the experience of many refugees who, often after a perilous journey, have lost key parts of the livelihood, family and identity and need crucial support with things like housing, education and employment.
The 2-minute film is the basis of an integrated campaign which incorporates a whole suite of creative assets and messaging designed and optimised for platforms such as social media, out-of-home and digital. It aims to generate awareness of the charity’s work and drive Facebook users to a new dedicated Facebook page run by the British Red Cross.
The video became British Red Cross’ most shared content ever on Instagram and Twitter, and achieved over 250,000 views across all channels. It went on to exceed all targets across 14 specific KPIs, including 28 pieces of national and regional coverage, engaging more than 40 MPs and earning almost twice the targeted number of new followers.