‘Someone Like You' - The Power of Kindness
This campaign pays tribute to British Red Cross volunteers and the extraordinary power of kindness.
Last year saw an unprecedented level of humanitarian disasters in the UK.
But every single time tragedy struck, hundreds of British Red Cross staff and volunteers provided vital support to the victims and their families.
So, this year British Red Cross decided to unite with creative agency, The Full Service to form a project focused on the people who stepped forward in the UK’s hour of need.
Zoë Abrams, Executive Director at the British Red Cross, said: “The horrific events in Manchester
and London last summer were truly shocking for our nation. But even during these most terrible of times we also saw the extraordinary power of human kindness as the country came together to help in any way they could. In the wake of these devastating incidents, ordinary Brits were moved to not only donate money or goods, but also to share their time and their talents to help those affected by these emergencies.
“For the British Red Cross, last year was unprecedented in our peacetime history in the UK. In the space of just a few weeks we deployed more than 1,000 volunteers from all four corners of our nation to help those affected and show their solidarity alongside the emergency services and local community. It is through the incredible kindness and compassion of volunteers like these that we are able to continue supporting people whenever and wherever crises happen.”
Each interview and portrait – all shot by Rankin - spotlights a volunteer that helped at either the Grenfell Tower fire, or the terror attacks in London and Manchester, working in the midst of some of the most tragic events of our time.
But, even though this campaign is heartbreaking, it is also hopeful. The stories that each person tells are stark and striking reminders of the power of kindness and the strength of the human spirit.
Russell Weaver, Creative Director of The Full Service said: “The visuals are simple and the interviews are straightforward, we didn’t need any tricks or gimmicks to make this powerful. We simply listened to them talk about their experience and that was more than enough. It was truly humbling to meet people with such kindness, compassion and determination at their core.”
Released ahead of British Red Cross Week 2018, this project is an opportunity to show gratitude to the people who offered their help during times of tragedy.
But, it is also a message and a reminder that someone like you can make a difference.
www.thefullservice.co.uk
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RANKIN CREATIVE
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