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Charity Partnership: Financial Services (Insurance)

Aviva with the British Red Cross

Charity Partnership: Financial Services (Insurance)

Aviva with the British Red Cross


For an outstanding partnership between an insurance company and a UK charity

What is the partnership?

Aviva was looking for a charity partner that could align with its core business strategy and values, which are to defy uncertainty, care more and create a legacy. Its three-year partnership with the British Red Cross was launched in February 2016 to empower communities to become safer and stronger in times of uncertainty and crisis.

What did the company do?

In the Aviva Global Mapathon, Aviva staff digitally mapped areas of Malawi, helping local teams vaccinate children against measles and rubella. Volunteers who took part in Mapathon parties also reacted quickly to map parts of Haiti when the country was struck by Hurricane Matthew. It was the biggest international volunteering event of its kind that the Red Cross has delivered with a corporate partner, involving 1,000 people across 13 markets.

As corporate sponsor of the British Red Cross Emergency App, Aviva successfully promoted it through social media, campaigning and its sponsorship of Norwich City FC.

An international donation portal was also created to encourage staff to give. Aviva staff working on the frontline also received specialist training from the British Red Cross to help them support customers in times of crisis.

Why did they win?

Just a year into the partnership, Aviva has contributed £370,000 to the British Red Cross. It has smashed its target for volunteering by 300 per cent, with staff contributing 3,300 hours. Employee fundraising reached £96,000, 190 per cent over target.


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