Sponsored Video: British Red Cross


Modern marketing techniques seem to veer from ingeniously captivating right through to downright in-yer-face infuriating. And nowhere is this more …



Modern marketing techniques seem to veer from ingeniously captivating right through to downright in-yer-face infuriating. And nowhere is this more keenly felt than in the world of charities.

Luckily enough though, for every windcheater-clad ‘chugger’, hyper-cheerily grinning away while convincing you to prise open your wallet as they barricade the pavement outside Kentish Town Iceland, there is also some rather more creative work underway.

We thought a fine example of this to be the above video, which highlights the work of the British Red Cross in a thought provoking – and mercifully far less pestering – way. The simple message, that essentially we all live on the precipice, from which any one of us can tumble at any time regardless of financial or social standing, is at once effective as it is haunting.


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Motivating people to give is obviously easier when they can frame the work directly with their own lives, and it couldn’t be clearer when the young girl representing ‘crisis’ stalks the urban landscape, (as creepily cheery and behoodied as a chugger, in fact), that there may well be a time of sudden deep drama in all of our lives when we’ll need someone to turn to for help. And we need to ensure that they are out there too.

Although the British Red Cross is widely known for its work overseas, the organisation also helps more than a million people in the UK every year with practical help, care and educational work. For more info on the charity and the work it does visit their website, and why not share the video if you like it.

This post has been sponsored by the British Red Cross. All editorial content is of course our own.


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