Sharing the Kindness
Localised mobility campaign for British Red Cross
Strategy | Campaign | Radio
Research showed British Red Cross is often seen as a national charity, and overlooked as a local cause. The campaign shifted to a grassroots approach, using local radio to target areas where volunteers were most needed. Using actors with genuine regional accents, rather than imitated voiceovers, gave British Red Cross a local voice and deeper connection within each community.
British Red Cross provides wheelchairs to people across the UK who may not be eligible for NHS mobility support. The service relies on volunteers. We supported the development of a national radio campaign to drive volunteer recruitment for its wheelchair services.