Comic Relief pays tribute to its supporters in new campaign

Leo Burnett’s first campaign for the charity features a musical tribute from Dame Joanna Lumley

Georgie Moreton

Deputy Editor, BITE Creativebrief



To mark this year’s Red Nose Day the charity is celebrating the fundraisers which make the event so impactful in a new campaign from Leo Burnett. 

The light-hearted 60-second film showcases some of the many things people can do to get involved in Red Nose Day,  whether it be making a donation via the Comic Relief website, fundraising by selling cupcakes in costumes or purchasing an iconic Red Nose. 

The film stars Dame Joanna Lumley serenading people who get involved in the fundraising efforts to the tune of ‘Lovin’ You’ by Minnie Riperton, delivered with her trademark comedic touch. The film was shot by director and writer, Alicia Macdonald, from Missing Link. 

The slot aims to highlight fundraisers, showing that people have the power to help change lives and the great appreciation the charity has for those that get involved. 

This campaign is the first work from Leo Burnett,  after the agency won the account  in March 2021. The work is an evolution of Comic Relief’s ‘Funny is Power’ platform, which has seen the charity shift its focus to putting the nation at its heart and celebrating the many people who play a central role in Comic Relief’s annual success. 

The campaign seeks to get more people involved in Red Nose Day by showing that each act adds up and that every donation helps to tackle poverty, violence and discrimination.

“Over the years Comic Relief has raised over £1.4billion with the great British public - we are constantly blown away by people's generosity and the support given to every Red Nose Day. Making this campaign all about the wonderful people who donate and fundraise for Red Nose Day seemed like the most natural thing in the world to do.” explained Jo Cullen, Head of Marketing and Media, Comic Relief. 

She continues: “With our brand film this year we have focused on simple messages around the ways you can get involved. We want people to know more than anything that whatever they decide to do, they really can help change someone’s life for the better. Comic Relief was founded on determined optimism, and this is the heart of our communications.”

Cuts of the film will run across a range of social and digital channels including Facebook, Twitter, Instagram, YouTube, TikTok and Teads. The film will be supported with static visuals and GIFs to also hero the ways people have got involved this year and the power their participation in Red Nose Day has to change lives.

This year, Red Nose Day will take place on Friday 18 March. To find out more or get involved, please click here. 

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