BRITISH RED CROSS
KINDNESS WILL KEEP US TOGETHER
“Kindness Will Keep Us Together” was a national call-to-action to give or get help during lockdown. The integrated campaign included a public kindness manifesto across press and social, A TVC NARRATED BY JULIE WALTERS WITH A TRACK BY ADELE, a 30 second radio advert featuring Jason Isaacs, a collaboration between Anthony Burrill and 10 Like-Minded artists, and an online shop selling prints and merchandise to raise funds. The campaign exceeded fundraising targets, drove unprecedented numbers of volunteer signups, and saw an estimated 43 million acts of kindness across the UK.
Creative Review | Communication Arts | It’s Nice That | Campaign | Little Black Book
ROLE: DEPUTY EXECUTIVE CREATIVE DIRECTOR AT VCCP
TVC
“What did you do?” asked the nation to reflect on their role in the pandemic - and how they might look back on what they did to support each other. Shot remotely, real images and footage of acts of kindness were projected on walls with powerful voiceover by the iconic julie walters. In a world first, Adele gave the nod to use her track “hometown” to accompany the film.
ARTIST SERIES
OOH
TO FURTHER SPREAD THIS MESSAGE of solidarity, WE COMMISSIONED LIKE-MINDED ARTISTS TO CREATE ARTWORKS TO SHARE ON SOCIAL AND SELL IN THE BRITISH RED CROSS ONLINE SHOP TO RAISE FUNDS FOR THOSE IN NEED. To ensure artists got visibility, we had them sign the images so that credit was ensured as the images were shared far and wide.
At the end of the campaign, we took over the Piccadilly Lights to thank the nation For an unprecedented numbers of volunteer signups, and an estimated 43 million acts of kindness across the UK