VMLY&R joins International Committee of the Red Cross for humanitarian effort

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by Charlie Spargo

Global brand and customer experience agency VMLY&R, which has offices in London, Kansas City, New York, São Paulo, Shanghai, Singapore and Sydney, has partnered with the International Committee of the Red Cross (ICRC) for a year-long project.

VMLY&R has won the brief to run a year-long campaign to inspire Millennials and Generation Zs on social platforms, handling the strategy and creative on the campaign which aims to confront apathy and encourage humanitarian action.

The global agency will work with social platform partners to deliver creative across both English and French-speaking markets, including the UK, US, France, Belgium and Switzerland.
Ewan Watson, Head of Cross Media at ICRC, said: "Our decision to work with VMLY&R came down to the agency's drive to understand our niche communications challenges. We were struck by the quality of the research and insights underpinning their strategic approach to the brief, and their willingness to drill down to get to the right creative solution.

"We are excited to see this come to life over the next year, especially as our message becomes increasingly relevant outside of the world's warzones with the breakdown of trust at a multilateral and state level and increasing tensions offline and online." 
Justin Pahl, CEO at VMLY&R UK, added: "After being invited to pitch, we were excited to show the ICRC our ability to create work that cut through, resonate and connect with people. The ICRC's strong principles are reflected in our commitment to develop change-driving connected campaigns. Having been chosen to lead the creative charge, we are looking forward to bringing the need for humanitarian thinking in this increasingly polarised world to the forefront."