Challenge
The UK arm of the International Red Cross and Red Crescent Movement, the British Red Cross helps people in need. Whether that be supporting in emergency situations such as natural disasters, aiding those tangled up in human trafficking, or even something as simple as helping in hiring a wheelchair. Following the horrific terrorist attacks in London and Manchester, the British Red Cross asked us to help raise awareness of its UK Solidarity Fund as cost effectively as possibly. The less it spent on advertising, the more would go to those affected.
Solution
How we solved it We’re always eager to help and support where we can, and our broadcast media and print media buying teams have great relationships with media owners. So, we swung into action negotiating: Full-page adverts in some of the most popular magazine titles at no cost. Free-of-charge digital advertising across a range of advertisers. Our brand partnerships team secured zero-charge social coverage from Manchester-based companies Missguided and PrettyLittleThing, broadening the appeal to a younger audience. 2 million inserts at rock-bottom rates in a range of core charity sector titles.
Results
The time from initial request to client sign-off? A lightning-quick three days. We’re proud to say we negotiated thousands in media activity for a mere 18% of the normal cost. In turn, passing on an 82% saving to the British Red Cross. The UK Solidarity Fund has, so far, raised £2.1 million – and we’re honoured to have helped get it underway.
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