As featured in Campaign
The British Red Cross has partnered with Channel 4 for its campaign “Closer to home”.
In a deal brokered by The Kite Factory, the charity’s latest campaign, created by VCCP, will appear during tonight’s episode (10 October) of Gogglebox.
The media partnership will run until 7 November across Channel 4’s linear, streaming and social media platforms.
Chris Remie, agency partner at Channel 4, said the campaign “harnesses Channel 4’s diverse ecosystem to reach audiences across linear, streaming and social platforms”.
In collaboration with Little Dot Studios, part of All3Media, the campaign shows ordinary people watching crises unfold on-screen.
In one film, titled “Here for humanity with Esther & Lois”, the pair watch disaster zones, with Esther saying: “When you’re bombarded with so many images, it’s very tempting to get a bit passive about it all.”
Lois adds: “Something like the British Red Cross gives you a practical first step. You might not be able to be the person that helps someone who’s in a flood crisis, but you can support the organisation who will.”
In addition, two “Here for humanity” videos, featuring Sex Education and Barbie actor Emma Mackay, also appear as part of the creative mix.
Valentina Nunes, head of brand engagement and marketing at British Red Cross, said: “With this campaign, we want to shine a light on the reality of crises and be a beacon of hope in the darkest of times, showing how we continue to be ‘Here for humanity’.”
The campaign is part of a five-year strategy from British Red Cross, which sees it appear in “new and unexpected places”.
On 7 October, Channel 4 recorded its biggest-ever streaming day on record with 7.7 million views through its app. Across the month of September, its viewer minutes totalled 6.7 billion, up 36% year on year, according to Barb.