International Federation of the Red Cross and Red Crescent, British Red Cross and Land Rover

Land Rover (LR) and the International Federation of the Red Cross Red Crescent Societies (IFRC) share a vision of the world in which everyone in crisis gets the help they need. This ground-breaking partnership has been managed by the British Red Cross (BRC) since 2013 and aims to reach 1 million vulnerable people around the world and raise £15 million. 

Now at the half way point of the partnership, we have made fantastic progress against our objectives: over £9.67 million has been raised, over 620,000 vulnerable people have been reached and 16 LR markets and Red Cross National Societies have joined the partnership. Eighteen programmes have been funded around the world and LR has also donated 12 vehicles to support programme delivery. 

In 2015, the partnership team focused on a communications strategy to elevate awareness of the partnership's achievements and shine a spotlight on its work to date. Two key awareness-raising activities were developed by LR and the BRC: the auction of the Two Millionth Defender vehicle and the creation of a key video asset, "Day in the Life", which was jointly produced by LR and the BRC to profile how the partnership supports vulnerable people in the UK. 

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