19 April 2010
For further information please contact
0141 891 4016 / DMasterton@redcross.org.uk
or Heron Holloway
0207 877 7520 / HHolloway@redcross.org.uk
FOR the first time ever the British Red Cross has produced a music video.
The viral video is being used to promote this year’s annual fundraising drive.
It is designed to generate extra enthusiasm internally and externally for Red Cross Appeal Week 2010. It will be heavily promoted via social networking sites such as Facebook and Twitter.
RCAW is the Red Cross’ annual UK wide appeal to raise funds for its work at home and abroad. This year it takes place from May 2 – May 8.
The video soundtrack features the music of young, up and coming Scots duo Reid and Stanners who were commissioned to write and perform the song “With a Little Help From You”, which is the theme for this year’s appeal.
The video centres on a busker performing the song against a projected backdrop illustrating the range of services provided by the Red Cross in the UK and abroad.
Red Cross director of fundraising, Mark Astarita, said: “This is a bold and imaginative step by the Red Cross. The video and song are intended to create a buzz among staff, volunteers and the public, encouraging people to donate or sign up to fundraise.
“As well as being entertaining, the video showcases the range of vital work performed by the Red Cross throughout the UK and abroad and gives donors a clear idea of how and where the money they give is spent.”
The music video can be seen on the Red Cross Appeal Week web pages (redcross.org.uk/appealweek) and YouTube and can be forwarded to others via social networking sites. Within an hour of appearing on the Red Cross web pages, it had attracted almost 300 hits.
Mark Astarita added: “It is an exciting new direction for the Red Cross to take in raising awareness of our work and allows us to measure the amount of interest shown via the number of hits the music video receives.
“We are making maximum use of the technology available today and of the social networking sites which have become hugely popular in recent times. It allows us to communicate our messages to the widest possible audience and complements our use of traditional media.”
Notes to editors
Red Cross Appeal Week takes place from May 2 - May 8, 2010.
Further information on Simon Reid and Louise Stanners available.
The British Red Cross helps people in crisis, whoever and wherever they are. We are part of a global voluntary network, responding to conflicts, natural disasters and individual emergencies.
We enable vulnerable people in the UK and abroad to prepare for and withstand emergencies in their own communities. And when the crisis is over, we help them to recover and move on with their lives.