There are thousands of socially-isolated older people in the UK who are experiencing loneliness every day. British Red Cross wanted to take over stations across the country to ask commuters for a regular gift to combat this loneliness.
We wanted to show commuters how one kind act can mean so much to so many. Having someone to share a cup of tea with, pick up your prescription or pop in a load of laundry can make a huge difference – providing vital support, comfort and companionship. It was also important to give commuters a positive experience to BRC and introduce them to their new brand positioning.
We created the idea of a board that passers-by could share kind words on. This would engage commuters and act as a 'kindness totaliser', with a steer that crowd mentality would encourage more people to join in.
These are a few photos I was sent through from Huddersfield by the excited and lovely fundraisers (and their sadly low-quality cameras).