British Red Cross
British Red Cross X Defender
Challenge
The British Red Cross has partnered with Defender since 1954. Together they have helped deliver vital support to over 2 million people across 50 countries using the Defender 4x4. We were tasked with driving media conversation to celebrate 70 years of partnership between the British Red Cross and Defender.
Solution
To truly bring to life the incredible humanitarian work delivered, we created Britain’s smallest ever museum in a specially-converted Defender 110 hybrid.
Visitors to London’s South Bank were given the chance to sit inside and ‘visit’ the museum, complete with artefacts, photos and audio guides. Up to five people could fit inside the free attraction, while the outside of the vehicle was adorned with dozens of pictures, offering a visual timeline of the partnership over the course of the 70 years, across multiple locations, conflicts and disasters.
The museum and tour covered key points in the history of the partnership. This included one of the missions in 1954, when the Red Cross sent four nurses, each with a specially-adapted Defender ambulance that had been turned into a mobile clinic, to remote communities in Kenya.
Another exhibit explored the British Red Cross’s humanitarian work in Ethiopia between 1978 and 1980 during a famine caused by a devastating drought followed by a plague of locusts.
Looking closer to home, the museum also featured artefacts from a series of major floods in the UK between 2007 and 2013 when volunteers came from across the UK to assist in the largest domestic emergency relief effort since the Second World War.
