Role: Pitch Team // Creative Director // Scriptwriter // Voiceover Director
Client: British Red Cross // Raw London
Year: 2020
During a state of national lockdown, we created this emotive emergency DRTV appeal to raise vital funds and awareness to support some of those hit hardest by the COVID-19 pandemic. The narrative is based on real-life calls to the British Red Cross helpline, and uses key fundraising success drivers of need, hope and urgency to encourage audiences to donate.
To deliver this emergency appeal we overcame multiple filming and logistical challenges imposed by the early stages of lockdown. We used a combination of archive and stock footage, user-generated and mobile phone content (within the strictest government guidelines) to build a rich and relatable story around one beneficiary’s phone call.
The focus on an individual story offers a different perspective from many other ads in the space, allowing British Red Cross to steer the conversation towards the most unseen people in need. The final creative was flexible and able to respond to the fast-changing nature of the pandemic in the UK – and an evolving national context.