Brand, marketing and communications specialist Definition has partnered with the British Red Cross to create an inspiring campaign video, celebrating five years of collaboration between the British Red Cross and the Wimbledon Foundation. The short film, shown during The Championships, shines a light on the power of the partnership to date.
Together, the British Red Cross and Wimbledon Foundation support communities affected by disasters in the UK and across the world. The “Love All” campaign video features over 30 British Red Cross staff and volunteers spelling out a message of unity at No.1 Court. In increasingly polarised times, “Love All” serves as a symbol of the partnership’s enduring impact and their shared belief in helping everyone, everywhere, in times of crisis.
Béatrice Butsana-Sita, British Red Cross CEO, said:
“Responding to communities in crisis has been at the heart of the partnership between the British Red Cross and the Wimbledon Foundation since it began during the pandemic in 2020.
“The Foundation’s support helped us respond to emergencies in more than 100 countries last year, including flooding in Kenya and Hurricane Beryl in the Caribbean.
“Their ongoing support will enable us to help more people prepare for, respond to and recover from disasters and emergencies no matter who or where they are.”
Definition’s new video campaign marks the five-year anniversary by highlighting real stories from staff, volunteers, and people directly supported by the partnership.
Matt Cowan, Senior Account Director at Definition, says:
“We were incredibly excited and proud to work with the British Red Cross on this milestone campaign. Developing the ‘Love All’ creative concept allowed us to celebrate the unifying, practical support the partnership provides to people in need, both here in the UK and across the world. It’s been a privilege to help tell these powerful stories of compassion and solidarity at such an iconic venue.”
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