Gaza Crisis Appeal

In October 2023, the British Red Cross (BRC) launched an appeal in response to the devastating attacks in Israel and humanitarian situation in Gaza. Working with local colleagues, the BRC campaign was designed, based on audience insights, to:

- Cut through to highlight the humanitarian impact of the conflict; - Highlight the plight of those taken hostage; - to raise awareness of the rules of war; and - to combat mis/disinformation. By working with local people to develop engaging and cross-media content, the campaign connected the British public to the real experiences of people living through this crisis, it raised £15 million, over 1 million people were reached on social media, addressing mis and dis information and the movement was mentioned over 28,000 times in the press. The campaign cut through a politicized narrative and shared the stories of the volunteers and people impacted by this crisis.