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British Red Cross appoints Havas Media to media planning and buying account as it seeks to expand donor base
London, UK - 29 June 2022: Humanitarian charity British Red Cross has appointed Havas MediaUK to its UK media planning and buying account, following a competitive pitch.
Havas Media UK will now partner with British Red Cross to develop and execute media planning and buying, in order to increase brand relevance and consideration, and to expand the charity’s supporter base.
The partnership will support British Red Cross’s ambitious ten-year strategy, which focusses on three prevailing humanitarian crises: disasters & emergencies, health inequalities, and displacement & migration.
The new strategy will harness paid, owned, shared and earned channels, with initial activity including digital volunteer recruitment and legacy campaigns, to be followed by an integrated brand and fundraising push later this year.
Medialab Group will continue to plan offline media activity for Emergency appeals.
British Red Cross is one of the largest charities in the UK, with nearly 4,000 staff and around 20,000 registered volunteers providing help to vulnerable people in the UK and overseas when crises strike.
Kerry Blackstock, Director of Supporter Marketing & Engagement, British Red Cross, said: “During our pitch process, Havas Media demonstrated impressive business acumen and industry-leading capabilities across both brand and performance media. However, what really set them apart was their digital and integrated planning capabilities. They also demonstrated real passion for the work we do and a desire to partner with us to make a difference to the lives of vulnerable people in times of crisis.”
Stephanie Marks, Managing Director, Havas Media UK, added: “The British Red Cross is a phenomenal organisation and the work it does has real impact. It’s a brand that’s a true force for good, which aligns with our own ongoing mission to make a meaningful difference. We’re fully committed to helping British Red Cross achieve its long-term ambitions and can’t wait to get started.”