British Red Cross

We are proud of, and want to recognise, our UK Coronavirus appeal.

Despite a multitude of challenges and an ever-changing environment, the campaign made huge leaps in increasing the relevance of the British Red Cross, helping us to become the charity most associated with the pandemic. Not only did we exceed our income expectations, but we engaged with new donors as we'd never done before and used audience insight to communicate with people in new authentic ways. Ultimately, we helped people to feel empowered and less afraid during a very uncertain time.

Sometimes we asked for money, but not always, at times it was about focusing on how we could give help and celebrate the kind acts of the nation. Essentially, we changed our own rules on how we fundraise, and put the feelings of the public and our supporters at the heart of our decisions. Re-working appeals in record time saw income that was over three times what had originally been budgeted. We became the first charity to use Tik Tok donate and engaged with new audiences through online celebrity gigs and gameathons, and transformed our partnership with the Olympics' Team GB in an online fundraiser - called the #IsolationGames.