May 5, 2021


Humanitarians in Action - New Films Showcase the Future of Emergency Response

Series released by Land Rover and IFRC ahead of World Red Cross Day

Thursday 6th May 2021: Ahead of World Red Cross Day, Land Rover and the International Federation of Red Cross and Red Crescent Societies (IFRC) have premiered the first of a series of short films showcasing how local teams are the future of emergency response efforts.

The first-of-its-kind four-part series, On the ground: Humanitarians in Action, uses GoPro cameras to capture Red Cross volunteers and local teams helping vulnerable communities around the world in a year of huge challenges. IFRC staff and volunteers used Land Rover vehicles to reach people on three continents – the latest example of a long-running humanitarian partnership.

Each film captures life-changing moments of humanity and crisis, from the streets of Italy, where homeless people are more vulnerable than ever, to the communities still rebuilding their lives after the devastating Australian bushfires in 2020. Local teams also teach life-saving skills to people in remote Mexican communities and support those hit hardest by coronavirus in the UK.

Coronavirus lockdowns, travel bans and other major disruption created a huge need for rapid, effective help. Local medical personnel, health workers and community volunteers all provided care, treatment and support. Recent findings from the IFRC include:

  • Before the pandemic National Societies reached 1 in 79 people globally. This is now 1 in 12
  • Almost 14 million local volunteers now support their national Red Cross or Red Crescent society, with hundreds of thousands joining since the start of the pandemic
  • 79.5 million people received food and benefited from water and sanitation programmes and other support
  • 9.7 million people were tested for Covid-19 and 4 million people in isolation received support
  • Red Cross and Red Crescent Society volunteers and staff vaccinated nearly 100,000 people in remote and hard-to-reach places
  • Land Rover has enabled the Red Cross to reach isolated and vulnerable communities, with 267 vehicles loaned to national societies
  • These vehicles have covered over 500,000 miles (804,672km) to reach people in crisis to help them respond and recover
  • Over 12 months Land Rover has supported 13 UK and international emergency responses through the British Red Cross’s Disaster Relief Alliance

Land Rover and the IFRC network have worked together for more than 66 years in one of the world’s longest-standing corporate/humanitarian relationships. Throughout this time, Land Rover has facilitated the IFRC’s life-saving work through funding, vehicles and expertise.

B-Roll footage available to download: 

IV Finbar McFall, Brand Director, Land Rover:

IV Simon Lewis, Head of Crisis Response, British Red Cross:

GVs Red Cross Emergency Response UK:

GVs Red Cross Emergency Response Mexico:

GVs Red Cross Emergency Response Australia:

GVs Red Cross Emergency Response Italy:

YouTube film available to embed: 

On the ground: Humanitarians in Action: 

For any further information, please contact Karun Jung or Andriana Toneva at Sassy:        |  +44 (0) 7725 940 179   |  +44 (0) 7761 255 487


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