Our work

British Red Cross

An iconic campaign, for an iconic charity


TV, press and digital ads, updated stewardship materials.

The challenge

If we’re talking legacies, how’s this for a proud one? Back in the early 2000s, The British Red Cross were Consider’s very first client.

So you can imagine how chuffed we are, nearly two decades on, to be sharing our first above the line gifts in Wills campaign for them with the world.

Gifts in Wills make up a third of the Red Cross’s income. But this can be a hard-to-reach audience – after all, a high proportion of gifts come from people who aren’t current supporters, and they’re not always the most digitally savvy.

The BRC’s Legacies team asked us to create an emotional above the line campaign which built a connection with potential pledgers – and The Symbol is the result.

The solution

From the start, we knew we had all the makings of a special campaign. The team knew their audience inside-out: worldly, with a real appreciation of the power of kindness that underpins the Red Cross brand, and a strong desire to make a positive impact on the world.

A hunch workshop with staff from across the organisation yielded further insights – including an anecdote from one team member, who revealed that her first memory of the British Red Cross was seeing their iconic emblem while watching the news with her mum in the aftermath of the 1966 Aberfan disaster.

That story was the creative spark we needed – and in The Symbol, you can see it in full flame. A combination of relatable narrator and unforgettable archive footage, this campaign presents solid proof that the British Red Cross has been a constant throughout all of our lives; a symbol of the very best of humanity.

Fittingly, this campaign has been a real team effort. We’ve loved working with Joss, Naomi and the rest of the BRC team, and with Middlechild, our production partners on the shoot. We can’t wait to see how it goes down!

The results

The legacy TV campaign has been an absolute success. It smashed targets and had over 1,000 considerers.

"We are delighted with the legacy campaign created by Consider. It has absolutely smashed targets and been incredibly well received both internally and with our supporters. This was our first broadcast legacy campaign for several years and it has enabled us to unlock future investment in legacy marketing.”

Kerry Blackstock, Director of Supporter Marketing and Engagement, British Red Cross