The British Red Cross do a hell of a lot of work in the UK. It was time to tell the world all about it.
Working with Creature’s strategy team, we came up with a new positioning that revealed the BRC’s work came down to one thing: kindness.
A new endline brought it to life. A line that guides - and appears on - everything they’ll be doing for the foreseeable.
Loads of other Red Cross societies around the world have also been using it, too. Which is nice.
A big cinema ad launched the whole thing.
But behind the scenes, we worked on guidelines that kept all the kindness on track, visually and tonally.
And while a lot of things happened in 2020, seeing our work on a coin celebrating 150 years of the Red Cross was a highlight we hadn’t been expecting.
