In response to the UK’s Covid-19 lockdown, the British Red Cross have launched a new integrated campaign to reassure the public that though the virus may keep us apart, kindness will keep us together.
The charity has teamed up with iconic British graphic artist, printmaker and designer Anthony Burrill and 10 other artists across the UK to create individual artworks to help share the message.
To drive donations, 100 limited edition prints will be up for sale. The ten other artists who have lent their skills are Rob Lowe (Supermundane), Rose Blake, Rob Flowers, Yukai Du, Timothy Hunt, Ruby Taylor, Nina Cosford, Bett Norris, Cajsa Holgersson, and Oli Frape.
Black and white versions will be available through the British Red Cross online shop for children (and adults) to download, colour in, and share on social media or in their windows.
Zoë Abrams, executive director at the British Red Cross said: “We are delighted to be working with artists across the UK to help spread the powerful message that although this virus may mean we are apart, kindness will keep us together.
“The British Red Cross has supported people in crisis for over 150 years. Throughout two world wars we connected people who wanted to do their bit to help with those who were in need.
“Today as our nation faces this virus, we want these inspirational artworks to encourage people to take action and join our kindness movement. Remember that though you may be anxious and uncertain, you are not powerless and you are not alone.”
Shirin Majid, deputy executive creative director, VCCP Kin added: “Kindness and creativity abound during times of crisis. These artworks will help share a positive and reassuring message throughout this isolation.”
The artist collaboration is part of a wider campaign from British Red Cross demonstrating how small acts of kindness can make a difference. There has already been an outpouring of acts of kindness across the country, as people step forward to look out for others. The campaign has been rolled out with the launch of a public manifesto across press, social and a 30” radio spot featuring actor Jason Isaacs. The artist collaboration will launch from the 7th April and will be released throughout April.
Over 50,000 people have signed up as community reserve volunteers for the British Red Cross, with more joining the Movement every day. If people want to get help or give help they should visit redcross.org.uk
The Red Cross online shop can be visited here.
This is the first campaign for British Red Cross created by VCCP, since being selected as their creative agency following a competitive pitch in January 2020.