Red Cross launches HelpAd

The Red Cross aims to raise £2 billion in five years with its HelpAd initiative.

The Red Cross has launched HelpAd, a fundraising initiative in partnership with major corporate brands, which aims to raise £2 billion. A £300,000 national press campaign has just broken to promote the initiative.

HelpAd, which some have called "Brand Aid", aims to link major brands with complimentary products to reach common target markets. One partner supplies advertising space and the other provides the advertising material,together with the HelpAd logo. Payment for the advertising space is donated to the Red Cross. One example of this initiative in action is for a margarine brand to be advertised on the packaging of a loaf of bread.

Shoppers are being encouraged to buy products featuring the HelpAd logo.