Channel 4

About our partnership

We’re proud to announce our new partnership with Channel 4, running from 10 October to 7 November across Channel 4 linear, on demand, and social channels.

This collaboration marks a bold step in how we share the stories behind our humanitarian work, helping audiences connect more deeply with the people affected by crises around the world.

The partnership launches with a Channel 4 premiere ad-break debut during Gogglebox at 9 pm on 10 October, complete with a bespoke Channel 4-branded introduction.

About 'Closer to home'

At the heart of the partnership is our new creative, Closer to home, developed with Little Dot Studios.

Through four 30-second films, we capture the genuine reactions of a diverse mix of people as they watch powerful crisis stories unfold.

The films spotlight crises — from earthquakes to floods and conflict — bringing those experiences Closer to home for audiences in the UK.

By focusing on real human emotion, the series challenges desensitisation to crisis headlines and reminds viewers of the very real people behind them.

Building on ‘Here for humanity’

Closer to home builds on our wider Here for humanity brand platform, which reinforces our core message: The British Red Cross is here to help people in crisis, wherever and whoever they are. The campaign was developed in partnership with leading creative agency VCCP and first launched in 2023.

Two of the Here for humanity campaign’s 30-second video assets, featuring Emma Mackey as voiceover, also appear as part of the Channel 4 partnership’s creative mix.

Why Channel 4?

We chose to partner with Channel 4 because of their strong alignment with our audiences and their proven expertise in supporting charities with innovative, creative, and dynamic ideas.

This partnership reflects our ambition to be bolder, reaching new audiences and raising greater awareness of our work through a trusted and inclusive broadcast platform.

Spanning four weeks, the partnership provides us with an invaluable opportunity to share our humanitarian message in a contextually relevant environment that resonates with viewers and delivers real impact.

Why Gogglebox?

Our Closer to home films share a similar style to Gogglebox, capturing the authentic reactions of ordinary people as they watch events unfold on screen.

This natural synergy made Gogglebox the perfect platform for our premiere, helping us connect with audiences in a familiar and relatable way, while highlighting the human impact of crises around the world.

The Closer to home films shine a beacon of hope in the darkest of times, bringing the realities of humanitarian crises to life and reminding us of the shared humanity that connects us all.

Our principles: taking action, not sides

As part of the International Red Cross and Red Crescent Movement, we are guided by our fundamental principles, including neutrality and impartiality.

We work neutrally, taking action, not sides. Staying neutral allows us to do our job without being seen as taking part in a conflict. This deliberate choice helps us maintain trust and access to those who need our help.

We work impartially, helping those most in need, regardless of nationality, race, religious beliefs, or political opinions. Wherever crisis strikes, we are there to provide hope and offer support to whoever needs it most.

What this partnership helps us do

Through our partnership with Channel 4, we aim to:

• Raise awareness of the humanitarian challenges people face here in the UK and around the world
• Show the real impact of our work, including the experiences of those supported by our services
• Inspire support and action, helping more people understand how they can get involved.

By working with a national broadcaster known for bold, inclusive storytelling, we can amplify the voices of the communities we serve and highlight why humanitarianism support matter more than ever.