When humanity shines brightest
Red Cross Australia
Brand Overview
Brand Overview
Not-For-Profit
Written by Pat Baron
Connecting people to a humanitarian purpose
Our world is facing unprecedented threats. Political, social, economic, and environmental disruption is commonplace and we are seeing increasing disasters and catastrophic weather events linked to the climate crisis.
Red Cross exists to reduce human suffering. They do this by mobilising the power of humanity; by connecting people in need of support to those with the means to support.
The central thrust of the organisation and brands strategic transformation must be to focus on what they do well. Not on what they don’t.
It’s as much about the things they aren’t going to do, as it is about what they will. Being auxiliary to government comes with enormous responsibility and their impact is more effective when priority is given to urgent areas of need effecting communities.
When you commit, the impossible becomes possible, and when you connect the kindness of people and organisations with their unique skills, the power of humanity can be truly unleashed.
A story of seven principles
Guided by their seven Fundamental Principles of Humanity, Impartiality, Neutrality, Independence, Voluntary Service, Unity and Universality, their strategy is a story of what is possible.
A story told in five parts
Part 1
Why we exist
The birth of a humanitarian movement
Part 2
Why we are more needed than ever
The context for humanity to shine
Part 3
Our impact
Prioritising our areas of expertise
Part 4
Why we are uniquely able to help
Our Vision, Purpose, Values and unique strengths
Part 5
Mobilising the power of humanity
An invitation to join our movement
Part 1
Tutti fratelli, we are all brothers and sisters
The birth of a humanitarian movement. In the battlefields of Italy in 1859, Henri Dunant led a group of people to tend to the wounded and dying soldiers.
Under the banner ‘Tutti Fratelli’, or ‘we are all brothers and sisters’, these volunteers provided help to the injured and dying from both sides of conflict, without concern for which side of the battle they were on.
In 1863, inspired by the actions of these everyday people, he proposed the creation of national relief societies, made up of volunteers, trained in peacetime to provide neutral and impartial help to relieve suffering in times of war.
This is what we now know as the International Committee of Red Cross (ICRC) and the International Federation of Red Cross and Red Crescent Societies (IFRC). Together forming a global network of 14.9 million volunteers and 40,000 staff in 192 counties that help those facing disasters, conflict, health and social problems.
In Australia, Red Cross is a community of 20,000+ members and volunteers. Operating since 1914, they connect globally, and act locally, learning from the communities they support, delivering what is needed and wanted, and empowering people for a more resilient future.
Part 2
A time for humanity to shine
Political, social, economic, and environmental disruption is only anticipated to worsen which means a greater need for adaptation to prepare communities for the impacts of global warming. In the event that remaining in their homes and communities becomes untenable, it is imperative that people are supported when they choose or are forced to move or migrate.
Armed conflicts are also bringing about human suffering and the large-scale displacement of people, with the number of refugees or displaced people being the highest since WWII.
With 100+ years of expertise in emergencies, community programs, forced migration and laws of war, Red Cross is well-placed to help address these challenges. At their best, Red Cross create strategic partnerships and help to build collaboration, tapping into the power of humanity through their volunteer, member and supporter base.
To help them address these future challenges, and unlock the power of humanity, they need to adapt. Where they focus their efforts on areas where they have extensive expertise, and where they can make the greatest impact for the greatest number of people requiring support.
Part 3
Humanity Shines Brightest when ordinary people do extraordinary things
Red Cross always stands with all people to prevent human suffering wherever it may be found, but unfortunately humanitarian needs are rising faster than the funding and resources available.
To be effective, Australian Red Cross will need to reduce their program scope to focus where they can bring extensive global and local expertise. This laser like focus, and the interconnected nature of these areas allows them to create more effective support and advocacy for those in need, and more value for the people and organisations that support them.
There will be five strategic focus areas, each with measurable impact.
Strategic Focus 1
Climate Adaptation, Emergency Services and Disasters
Strategic Focus 2
Migration
Strategic Focus 3
Community Programs
Strategic Focus 4
International Programs
Strategic Focus 5
International Humanitarian Law
Part 3
Strategic Focus 1
Climate Adaptation, Emergency Services and Disasters
Climate change is now recognised as an existential threat to humanity and the humanitarian impacts are anticipated to be significant in scale. Despite climate change being a global threat, disasters are local, and the first responders are neighbours, friends and community members. They stand at the forefront when disasters strike.
But they don’t stand alone. Red Cross enable and strengthen communities to meaningfully participate, lead decision-making and take preventative action in disaster resilience and recovery.
They bring 100+ years of national and international experience into local networks across the country to help communities prepare for disaster, and we walk with them on the long road to recovery after an emergency.
As climate change increases the severity, the frequency and the humanitarian impacts of disasters, Red Cross stands by communities to adapt and respond.
Their work in this area focus’s on delivering the following outcomes.
Outcome 1
Partner with local communities to help them prepare for disasters and adapt to climate related emergencies.
Outcome 2
Mobilise humanitarian assistance to communities who have been impacted. They do this by working with volunteers, community groups, government agencies and our partners. Our ambition is to work with the highest risk Local Government areas across the country over the next five years.
Outcome 3
Deliver recovery programs after emergencies and disasters and rebuild lives by working with the community, for the community.
Part 3
Strategic Focus 2
Migration
Help build fair, welcoming, and inclusive communities where migrants are safe and have their humanitarian needs met.
Migrants cross borders for different reasons, either by choice or in response to events beyond their control. During their journeys, they face dangers and risks to their safety and dignity.
It is Red Cross Australia’s aim that Australia is safe, inclusive, and welcoming for all, and that everyone has access to critical support and protection.
Their work in this area focus’s on delivering the following outcomes.
Outcome 1
Ensure migrants are safe and have their humanitarian needs met, particularly in times of crisis; for example, by helping separated families find missing loved ones.
Outcome 2
Empower people to overcome barriers and create pathways to safe and dignified work and volunteering in Australia.
Outcome 3
Drive change to local and global migration policies that give rise to humanitarian needs and protection gaps.
Part 3
Strategic Focus 3
Community Programs
Build connection and resilience through volunteering and responding to the humanitarian needs of local communities.
From phone calls to the elderly, visits to people experiencing social isolation, and walking alongside First Nations people, they support communities experiencing vulnerability across the country.
They connect and support local communities with their significant number of volunteers, and provide services to address the needs that are most important to them.
They focus on supporting older adults and those who are socially isolated by connecting them to the supports and services they need most.
Their work in this area focus’s on delivering the following outcomes.
Outcome 1
Empower those requiring support and help them to thrive in their local communities.
Outcome 2
Help individuals to build meaningful connections with their communities, allowing them to become independent.
Outcome 3
Respond to locally identified community needs to build strong and resilient communities.
Part 3
Strategic Focus 4
International Programs
Help build stronger, more resilient international communities with increased capacity to prepare for, anticipate, respond to and recover from crises, especially those caused by climate change.
They work with the Red Cross and Red Crescent National Societies that are present in over 190 countries supporting communities to prepare for, anticipate, respond and recover from disasters and crises, including those induced by climate change.
They know that local communities and institutions are typically the first responders when disaster strikes. This is why they support Red Cross and Red Crescent National Societies in disaster prone countries in the Asia Pacific region and globally.
Their work in this area focus’s on delivering the following outcomes.
Outcome 1
Respond to major global humanitarian disasters.
Mobilise funds and resources from the Australian community to support the work of the Red Cross Red and Crescent Movement when international assistance has been requested.
Outcome 2
Strengthened humanitarian capacity in Asia Pacific.
Support National Societies in the region by building an effective regional humanitarian network, trusted by their communities and government.
Outcome 3
Impact and evidence.
Generate and use data and research to drive improvements and innovation, and advocate for changes that benefit vulnerable communities around the world.
Part 3
Strategic Focus 5
International Humanitarian Law
Better humanitarian outcomes for people and communities impacted by armed conflicts.
The complexity of the battlefield is rapidly changing and humanitarian needs continue to grow internationally and in Australia as a direct result of armed conflicts.
We strive to improve awareness of, respect for, and adherence to international humanitarian law (also known as the laws of war) in order to protect and improve the lives of people impacted by armed conflict.
This work is achieved through a focus on advocacy, influence, research, education, and training.
Our work in this area will focus on delivering the following outcomes.
Outcome 1
Create an environment in Australia that is conducive to increased respect for international humanitarian law, also known as the laws of war, in order to create better humanitarian outcomes.
We do this by ensuring that Australians understand the importance and relevance of international humanitarian law locally, regionally and internationally and that all Australian Red Cross people are trained in international humanitarian law and the mandate of the Red Cross and Red Crescent Movement.
Outcome 2
Empower Australian organisations operating in conflict zones and fragile environments to leverage International Humanitarian Law to improve their humanitarian impact.
Outcome 3
Influence international humanitarian law and policy issues nationally and within the movement to further the development of, and respect for, international humanitarian law locally, regionally and globally.
Part 4
Our Purpose, Vision, Values and Unique Strengths
Since 1863 globally and 1914 in Australia, generations of Australian Red Cross people have built an enviable organisation characterised by volunteers and members in and of their communities.
With a clear purpose, vision, values and behaviours, Australian Red Cross is uniquely positioned to take action on the big issues facing Australia as identified in our strategic focus areas.
Just as our effectiveness is multiplied due to the interconnected nature of our five strategic focus areas, so too is our impact when it is tethered to our strengths as an organisation.
The combination of focused expertise and competency truly differentiates Australian Red Cross and gives us a unique opportunity to make an impact on the ground and in the communities that need support.
Our Purpose
Bringing people and communities together in times of need and building on community strengths. We do this by mobilising the Power of Humanity.
Our Vision
Trusted as the leading humanitarian organisation making a genuine difference in the lives of people and communities.
Our Values and Behaviours
We Aspire. We Respect. We Collaborate. We Stand Up. We Deliver.
Part 4
Our Purpose, Vision, Values and Unique Strengths
Fundamental Principles
Our Fundamental Principles of Humanity, Impartiality, Voluntary Service, Unity, Neutrality and Universality guide us in our work. These ensure humanitarian needs are considered, protected and addressed regardless of circumstances.
Global to local and local to global
As the largest humanitarian movement, Australian Red Cross has expertise in emergencies, disasters, migration, and international humanitarian law both at a local and global level.
Community presence
Red Cross and Red Crescent Movement has given us impressive reach across 192 countries and into hundreds of thousands of communities. This presence is through local members, volunteers, and programs designed to address community needs.
Red Cross people
Australian Red Cross is made up of hardworking volunteers, members and staff who are committed to their local communities. They are critical to our success and a high ratio of volunteers and members to staff differentiates Australian Red Cross from other organisations.
Auxiliary to government
As auxiliary to government, Red Cross has a unique position in the humanitarian sector with mandated roles in promoting international humanitarian law in times of war and in humanitarian activities surrounding disasters and emergencies. We do this by helping identify the drivers of vulnerability, as well as supporting those in vulnerable situations.
Ability to respond quickly to disasters
As an emergencies specialist and a community-based organisation, we have a unique role to play in helping communities to anticipate the humanitarian impacts of climate change and to take action to prepare and adapt.
Red Cross brand
Red Cross and Red Crescent brand is universally trusted and instantly recognised in disaster and crisis situations all over the world. Our work supporting communities facing conflict, displacement, and complex social problems have made us one of the oldest and most respected and trusted voluntary organisations globally.
Part 5
Join our movement
Red Cross is a volunteer-based organisation where people help people. It is a movement committed to diversity, inclusion and centrality of First Nations people. Our strategy ensures that we mobilise the power of humanity and people are able to help people in greater numbers, and with better outcomes.
Focusing on our areas of expertise, and linking this to the things Australian Red Cross does uniquely well creates an environment for people and impact to grow. And most importantly a platform for kindness to follow.
Our movement is only as powerful as the people building it. If you want to connect to purpose and be part of something that creates a lasting impact, get in touch at.
Australian Red Cross provides a platform for kindness to follow.
www.redcross.org.au
Pat Baron was Red Cross Australia Head of Brand, Creative and Communications.
Sources are confidential and available only on request.
