Leading charity The British Red Cross has partnered with Little Dot Studios to produce a new original digital content series Closer to Home.
The three-part series sets out to capture the authentic reactions of a diverse mix of real people as they watch powerful crisis stories unravel onscreen.
The campaign aims to address the challenge of audience desensitisation to crisis headlines. Each of the three hero 30-second films will focus on a specific crisis, such as an earthquake, flood, or conflict, highlighting an individual’s personal story to bring the reality of the situation closer to home for the viewer.
The films premiere across YouTube today, with supporting assets created for the British Red Cross’s global and regional Instagram and TikTok channels.
Valentina Nunes, head of brand engagement and marketing, the British Red Cross, said: “Our volunteers are at the heart of our response in 191 countries around the world – providing hope in the hardest times. This new set of creatives by Litte Dot Studios highlights the power of humanity when it’s needed most. A reminder that the British Red Cross will always be here for humanity, before, during and after crisis.”
Hal Arnold, director of production, Little Dot Studios (pictured), added: “In a world saturated with headlines, the challenge is to make people feel the story, not just see it. Closer to Home is built on a simple human truth: real emotions are contagious. By using a digital-first reaction format, we can create a powerful, empathetic connection that shows not just the crisis, but the humanity at the heart of it.”
