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British Red Cross Shows the Power of Kindness by Asking 'What Did You Do?'

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VCCP launched the spot for British Red Cross in response to the Covid-19 pandemic

British Red Cross Shows the Power of Kindness by Asking 'What Did You Do?'

The British Red Cross has launched a new TV advert as part of its wider ‘Kindness will keep us Together’ campaign, to reassure the public that although this virus may keep us apart, kindness will keep us together. The advert premiered on national television this week on ITV, Channel 4, and Sky amongst others. It will run for two weeks and features the instrumental version of Hometown Glory by award-winning singer, Adele. 

The advert shows how right now, every kind act matters. From families adapting by staying in touch with others through video messaging, the neighbour waving at a friendly face through the window, the mother creating rainbows of hope with her children, and the volunteer packing and delivering food boxes for those most vulnerable. The charity is highlighting the collective power of kindness in a crisis and how the public can stand together. 

The advert highlights the vital role the British Red Cross is playing during this unprecedented time. The charity has seen an outpouring of kindness across the country – they have over 93,000 volunteers, with an incredible 68,000 new people signing up within recent weeks. Volunteers are delivering food and medicine to those who need it most, making sure refugees and people seeking asylum are safe, and working with the NHS to support people home from hospital.

Zoe Abrams, executive director at the British Red Cross, said: “For 150 years, the British Red Cross has supported the nation through its darkest days and coronavirus is no exception. We’re extremely proud to be playing a vital role in reaching the most vulnerable people through this difficult time.”

“In years to come when someone asks, ‘what did you do during the coronavirus crisis?’, we want everyone to proudly say they played whatever part they could, which is why through this campaign, we have brought to life the ways people can show kindness and feel empowered to make a difference.” 

“From phoning a friend for an overdue catch up or looking out for your neighbour who may be unable to get out the house, every kind action could make a world of difference to someone right now. This virus may keep us apart, but kindness will keep us together”.

Shirin Majid, deputy executive creative director at VCCP said: "After a month in isolation, a new mindset is emerging. People across the country are inspired by the kind acts of those helping the vulnerable and thinking about how they can help in this crisis.”

"With 'What did you do?', we imagined what it would be like to look back on this moment in history - and urge people to be part of it now." 

This advert is part of the first campaign for the British Red Cross created by VCCP, since being selected as their creative agency in January 2020. The wider ‘Kindness will keep us Together’ integrated campaign has been rolled out with the launch of a public kindness manifesto across press and social, with a 30 second radio advert featuring actor and British Red Cross Ambassador, Jason Isaacs and a collaboration between artist Anthony Burrill and 10 other creatives to design a series of kindness related prints and merchandise. 

Kindness is powerful. In these difficult times, it’s more important than ever to be kind to ourselves and to each other, and to help the most vulnerable members of our communities. To give help to the British Red Cross or get help for yourself, friend or family member visit 

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Agency: VCCP.

Client name: British Red Cross 

Deputy ECD: Shirin Majid

Copywriter: Chris Meaton 

Art Director: Cristina Vant

Agency Producer: Maxine Denton 

Media agency: Medialab


Production company: VCCP Kin

Production Producer: Maxine Denton 

DOP: Alan Stockdale

Post Production

Post-production / Editor: Ollie Flux & Maria Armengou

Sound design: George Castle at Grand Central 

Colourist: Steffan Perry at Framestore


Head of AM: Ben Boyles

Account Director: Anna Skinner


Head of Planning: Dana Stevens

Senior Strategist: Tiffany Mondesir

Genres: Dialogue, People

Categories: Corporate, Social and PSAs, Charity

VCCP, Wed, 22 Apr 2020 15:26:49 GMT