Buckets of good for the Red Cross. Combining emotion with the ask.

Most people have a bucket list right? An African safari, a night in an ice hotel, a dinner at the Ritz or somewhere equally ritzy. Well the Red Cross has its own bucket list. It’s way more down to earth – the essentials of life you could say. Hot meals for people who are unable to cook for themselves, a warm bed for refugees, emergency equipment for natural disasters. Our challenges to listeners was to trade their bucket list for our bucket list – and do buckets of good for the Red Cross. This radio spot followed the theme of the TV commercial and deftly mixed emotion with the ask. Like most charity campaigns – the ask for a donation is paramount. You can be blunt or you can try to be a bit more engaging and pull at the heart strings. Music often plays a big part in this and using a track by Maurizio Malagnini of “Call the midwife” fame, helped dial in the emotion.

Credits to Black Agency. Mark Davey. Creative team: Melissa Turkington (Art). Chris Howden (Copy)