The British Red Cross is proud to announce their first-ever TV partnership with Channel 4. The campaign launches with a headline ad-break during Gogglebox on Friday, 10th October from 9pm, marking the latest chapter of a bold new 5-year brand strategy, which sees the charity appear in new and unexpected places.
The partnership, brokered by newly appointed media agency The Kite Factory, sets the stage for the future of the British Red Cross’s engagement strategy, built around a powerful new ‘Hope’ campaign territory for 2026 and beyond. This collaboration brings together The British Red Cross, Channel 4, VCCP, The Kite Factory and multi-channel production company Little Dot Studios, part of All3Media, to deliver a bold, emotionally resonant campaign designed to inspire optimism in challenging times.
The media partnership will run from 10 October to 7 November across Channel 4 linear, streaming and social media platforms.
At the centre of this activity is new creative, Closer to home, developed in collaboration with Little Dot Studios. The Closer to home films capture authentic reactions of ordinary people as they watch events unfold on screen. The films bring the devastating impact of crises closer to home for viewers here in the UK. This natural synergy made Gogglebox the perfect platform for the advertising premiere.
In addition, two existing 30” ‘Here for Humanity’ campaign films also appear as part of the creative mix and feature Sex Education’s Emma Mackay on VO. These films were developed in partnership with leading creative agency VCCP, and together with the new creative and the ongoing digital brand campaign, ladder up to a multi-channel, powerful and united brand approach.
Valentina Nunes, Head of Brand Engagement and Marketing, the British Red Cross, said: “We are excited about our new partnership with Channel 4 to bring our incredible stories and real-world impact into people’s homes. With this campaign, we want to shine a light on the reality of crises and be a beacon of hope in the darkest of times, showing how we continue to be Here for Humanity.”
“This partnership really shows what can happen when creative ideas and smart media thinking come together,” said Caroline Dolan, Managing Partner at The Kite Factory. “Working alongside the British Red Cross, Channel 4, VCCP and Little Dot Studios, we’ve created a campaign that feels fresh, meaningful and built to truly connect with people. It’s proof that when everyone’s pulling in the same direction, you can make work that not only gets attention but makes a real difference.”Hal Arnold, Director of Production, Little Dot Studios commented; "Our Closer to home creative was devised with care and craft to create a powerful, empathetic connection that shows not just the crisis, but the humanity at the heart of it. Little Dot Studios are extremely proud to be part of the British Red Cross's first-ever TV partnership with Channel 4."
Chris Remie, Agency Partner at Channel 4 said, "We’re thrilled to be partnering with the British Red Cross on this innovative campaign, harnessing Channel 4’s diverse ecosystem to reach audiences across linear, streaming and social platforms. Gogglebox is the perfect stage to bring these vital stories closer to home. Our close collaboration with The Kite Factory has been instrumental in bringing this vision to life, and we’re excited about the potential to deepen our collaboration and create an even greater impact with the British Red Cross in the future."
Check out Campaign UK's coverage of the press release here.
