){kind=small}
){kind=small}
){kind=small}
Fundraising Proposition & DRTV Campaign
Left to Chance
HERE FOR HUMANITY
Integrated DRTV campaign
)
Integrating brand, fundraising and legacy DRTV
British Red Cross (BRC) are top of mind when disasters or emergencies strike. But, despite high brand awareness and trust, audiences need a stronger case for support between these events and outside of emergency appeals.
Solution
The approach focuses on BRC's disaster and emergency work, bringing to life their brand mission: "Together, we are the world’s emergency responders."
Drawing on real-life stories, the concept is set in the middle of an urgent emergency response.
To bridge the gap between the crisis and the supporter, a brand representative speaks directly to camera and relates to the viewer's own personal context.
)
)
Activation
This was a pioneering integrated rollout. We worked from one joint brief for both fundraising and legacy teams, and collaborated closely with Digital, Content, and Brand teams throughout.
The result is a DRTV that doesn't sit in a silo. We used attribution modeling and econometrics to track how the TV creative drove a surge in online responses, proving that a brand-led approach is the most powerful way to fundraise.
)
)
)
)
Behind the scenes
){kind=small}
Related case studies
){kind=small}