Cutting through compassion fatigue
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The Relationship
LBi has worked with the British Red Cross since early 2008, when we were brought on board to devise an online PR strategy supporting the British Red Cross Refugee Week campaign.
The Work
Following the success of this initial campaign, the Red Cross turned to LBi to develop and implement a social media youth engagement programme (Red Recruits) and to promote the launch of the British Red Cross first alternate reality game (ARG) as part of their Civilians in Conflict month.
This work exceeded all expectations, with more than three times the number of people signing up to play the game than previously predicted by the BBC. For the following 2009 Refugee Week campaign, LBi was the Red Cross's first choice.
Despite the success of the previous year, we wanted to go one step further by creating a unique online film starring Dougray Scott as well as the UK's first social media movement asking people to pledge support and tackle discrimination via their online profiles. The campaign saw tens of thousands of people visiting the campaign site to change their status.
The Outcome
The outcome for our work here is perhaps best left to our client:
Tags: British Red Cross, campaign, charity, client, ePr, featured, social