Award sponsored by Gallagher
What is the team’s aim?
The British Red Cross communications team is focused on inspiring people to take action to support people in crisis, either through donating money or volunteering their time.
What has the team done?
Although best known for high-profile fundraising appeals for international emergencies, in May 2017 the British Red Cross launched the We Love Manchester appeal with Manchester City Council and the Manchester Evening News. This came after the terror attack at the Manchester Arena, which caused huge loss of life and trauma. Within 24 hours the communications team launched a fundraising appeal to global media, focusing on the incredible resilience of the city of Manchester. The team secured a constant stream of interviews, creating content for social media and issuing media alerts three times a day.
When Ariana Grande announced that she would be holding a One Love Manchester benefit concert, the British Red Cross was brought in to make sure fundraising was at its heart. The team negotiated with the BBC to carry an on-screen logo during the entire concert, as well as repeated donation asks across the BBC, and partnered with the messaging app Snapchat. A Twitter bot responded to anyone who engaged with the live stream of the concert with a call to donate to the appeal. Donation adverts featured celebrities such as Miley Cyrus and Pharrell Williams.
What did the team achieve?
The British Red Cross raised £18m for the We Love Manchester Fund. During the concert, nearly 700,000 people visited the charity’s website, making 823 donations a minute. The British Red Cross’s brand relevance among 16 to 24-year-olds increased from 49 per cent to 76 per cent and there was a rise from 45 per cent to 72 per cent among UK adults.
Genetic Alliance UK