The British Red Cross is about to start lobbying politicans for the first time, marking a radical departure from its long-standing politically neutral stance.
The NGO has set up its first advocacy department and hired Burson Marsteller senior associate Christopher Deacon as manager.
Leigh Daynes, who was until recently was head of media and public affairs has taken on an expanded role as head of corporate affairs will be in charge of creating a cross-department apporoach to advocacy.
A key challenge for the British Red Cross will be to maintain some of its politically neutral reputation.
“Other organisations like Oxfam and Save The Children hacve understood that campaigning is part of their DNA and thereare hugely effective organisations,” he said. “Because our founding principle requires us to act, and that sometimes means through advocacy.”
The shift in approach is part of the British Red Cross new corporate strategy ’saving lives, changing lives,’ which will launch later this year.
To find out more, check out the British Red Cross’ channel, here on t5m.
What do you think of this move by the British Red Cross to become a more political organisation?
