){kind=small}
){kind=small}
Integrated DRTV Campaign
Here for Humanity
Humanity Needs Us.
And We Need You.
Integrated Legacy
campaign
)
Integrating brand, fundraising and legacy DRTV
With big ambitions to align the organisation under their new brand platform, 'Here for Humanity', our challenge was to create a Legacy advert that still drove direct Gift in Wills response, while aligning more closely with the high-stakes relevance of their emergency work.
Challenge
Historically, legacy and fundraising campaigns from British Red Cross looked like they came from two different charities. While Fundraising focused on emergencies and conflict, Legacy was more traditional and focused on personal history.
RAW Truth™
Humanity Needs Us. And We Need You.
)
Solution
The film is set in the same location as the DRTV - on the ground and in the midst of an emergency response. The heightened and urgent tone matches the DRTV to bring to life the brand proposition; 'Together, we are the world's emergency responders'.
However, this time, the narrative leans into key legacy motivators; generational impact, proximity and values.
)
)
Activation
Filmed at the same time by our in-house production studio, the approach fostered huge internal alignment, as well as budget and time efficiencies.
The result is a "halo" effect for the organisation, reinforcing the brand USP while delivering a clear, urgent ask for Wills.
)
)
Behind the scenes
Related case studies
){kind=small}
