The Irish Red Cross has launched a national fundraising and awareness campaign developed by OLIVER Ireland, asking people to turn the extra hour gained when the clocks go back into support for its volunteers.
‘A Million Minutes’ highlights the one million minutes contributed each month by more than 3,400 volunteers across 73 branches. The campaign invites people to undertake a sponsored one-hour activity, such as walking, running, cycling or swimming, when the clocks go back on October 25.
Funds raised will support volunteer training, equipment maintenance and upgrades, and the charity’s branch network as it prepares for winter storms and other emergencies.
OLIVER’s brief covers strategy, creative development and a multichannel rollout spanning press, social, website design and build, branch and event activations, a schools programme, merchandise and media buying.
Deirdre Garvey, secretary general of the Irish Red Cross, said: “Crises don’t wait until we’re ready. The Irish Red Cross is focussed on preparing for emergencies – be it a severe storm, flooding, a fire or pandemic – responding when needed and helping communities in Ireland recover stronger.”
She said public and business support would help the charity “train our volunteers, maintain and upgrade their equipment, and make our branch network even stronger, and better able to respond to their communities in times of crisis”.
Mark McCann, CEO of OLIVER, said: “At the heart of the campaign is a brilliant human truth: thousands of volunteers across Ireland give their time every day, so they can be there when communities need them most. We wanted to turn that into an idea that was simple, memorable and capable of driving action.”
He added: “‘Time to Give’ takes a familiar cultural moment, the moment when the clocks go back, and gives that extra hour new meaning.”
The charity’s domestic services include first aid, patient transport, emergency response, community support and initiatives tackling social isolation.
Participants can register a challenge or donate at amillionminutes.com.
