British Red Cross communicates acts of kindness with a film and campaign signed by Rankin and The Full Service

Advertising, CSR

British charity – The British Red Cross communicates, in a new campaign, the extraordinary acts of kindness shown by its volunteers who were on the front line, supporting people affected by the UK terror attacks and Grenfell Tower Fire disaster last year. The campaign is being held as last year the British Red Cross experienced one of the largest humanitarian responses in its 148 years of history; the film and campaign were shot and directed by Rankin for The Full Service

The campaign is set to celebrate Red Cross Week (6-12 May) and will profile the charities’s heroic volunteers who travelled the length and breadth of the country and gave everything to provide dedicated emotional and practical support to the people and families affected by these tragedies.

During the emergencies in 2017’s summer, British Red Cross deployed more than 1,000 staff and volunteers from all over the country – including Northern Ireland and Scotland –  who supported almost 2,300 people affected by these devastating incidents in London and Manchester.

Conceived and created by The Full Service, this campaign pays tribute to British Red Cross volunteers and the extraordinary power of kindness.

After an unprecedented level of humanitarian disasters were registered in the UK last year and the charity was close to those affected, British Red Cross decided, in 2018, 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.

Someone Like You – British Red Cross – by The Full Service from The Full Service

Zoë Abrams, Executive Director British Red Cross:

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. The campaign is both heartbreaking and hopeful, as stories from each person are stark and striking reminders of the power of kindness and the strength of the human spirit.

Russell Weaver, Creative Director The Full Service:

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.


  • Director: Rankin for The Full Service
  • Producer: Christine Wright
  • Makeup Artist: Marco Antonio
  • Hair Stylist: Nick Irwin
  • Stylist: Ellie Witt
  • BRC Volunteers: Marilisa Castura,Farheen Chaudhry, Marilyn and Derek, Sarah and Hannah, Laszlo Kelemen, Elaine Meakin, Pearl Mullan,Julia Reason. Rukia Shepherd.