British Red Cross has appointed Havas Media UK as its UK media planning and buying account. The agency will focus on upping brand relevance and expanding the charity's base of support.
The decision followed a competitive pitch.
The British Red Cross has a 10-year strategy to focus on disasters and emergencies, health inequalities and displacement and migration.
To execute the message, paid, owned, shared and earned media will be employed, alongside digital volunteer recruitment and legacy campaigns. A fundraising effort will begin later in 2022.
Kerry Blackstock, director of supporter marketing and engagement, British Red Cross, said what set Havas Media apart was its "digital and integrated planning capabilities," as well as demonstrating a "real passion for the work we do."
Medialab Group will continue to plan offline media activity for emergency appeals.
British Red Cross is one of the largest charities in the UK. “It’s a brand that’s a true force for good," said Stephanie Marks, managing director, Havas Media UK, "which aligns with our own ongoing mission to make a meaningful difference."