Red Nose Day Kicks Off 2021 Campaign with Return of the Digital Red Nose
Together with Walgreens, the annual campaign to end child poverty will allow donors to unlock their Digital Red Nose, the iconic symbol of hope and support; 2020 transformed the donor experience after COVID reinvention.
NEW YORK, NY April 5, 2021 – Red Nose Day’s annual campaign to end child poverty kicked off across the country today with the launch of the iconic Red Nose, returning this year online as a digital filter across Instagram, Facebook and Snapchat. In 2020, Red Nose Day raised over $42 million, with more than $240 million raised since 2015.
When the pandemic hit last year, Walgreens and Comic Relief US moved quickly to reimagine Red Nose Day itself as a collective online experience that could inspire millions and give hope as the ripple effects of COVID-19 disproportionately affected underserved children. In 2021, the Digital Red Nose will once again replace the physical Red Nose traditionally sold in Walgreens stores.
The special Red Nose filter is available on Instagram, Facebook or Snapchat, allowing donors to capture and share their #NosesOn selfies in support of the campaign. Starting today through May 31, supporters can unlock their Digital Red Nose by donating online at RedNoseDay.org or Walgreens.com/RedNoseDay. The Digital Red Nose allows safe, frictionless giving across all channels.
“In 2020, the Digital Red Nose was the catalyst for a year that saw the arrival of Red Nose Day as a year-round, omnichannel campaign,” said Alison Moore, CEO of Comic Relief US. “We’re thrilled to bring it back again this year, evolving Red Nose Day into a multi-platform movement to empower and support underserved children.”
By cultivating new donors through increased social and digital marketing initiatives, an expanded online giving platform, and new gaming and livestreaming activations such as #HopeFromHome and Thankmas, Comic Relief US saw a 140% increase year-over-year in online giving to support children living in poverty.
Walgreens’ partnership makes this a true online-offline, nationwide campaign. As the exclusive retailer of the Red Nose, Walgreens will also be activating full store support for Red Nose Day, activating team members in more than 9,000 locations across the country, further demonstrating its deep commitment to their communities.
“At Walgreens, we are committed to making a life-changing difference for children in need, which is why we continue to support Red Nose Day year after year,” said Patrick McClean, Chief Marketing Officer of Walgreens. “The Digital Red Nose represents the innovative and safe ways people have chosen to connect during the COVID-19 pandemic and reminds us of the optimism and importance of improving the lives of the next generation.”
To celebrate this year’s Red Nose Day, NBC will be airing a special Red Nose Day episode of “The Wall,” Thursday, May 27, hosted by longtime supporter Chris Hardwick, as well as activating a host of other programming features across the network and other NBCU Comcast properties in support of the campaign.
Since the COVID-19 pandemic began, more children have faced hunger, homelessness and a growing learning gap, making those programs supported by Red Nose Day funds more crucial than ever. With support from partners like Walgreens, NBC and their customers and viewers, money raised for Red Nose Day will help to provide food, shelter, medical care and, most of all, hope for underserved children across the US and around the world.
In 2020, Comic Relief US also began a new campaign called The Full Plate Project to tackle food insecurity and child hunger during the holidays, working with a unique coalition of grassroots community-based partners. “We had to evolve because of COVID-19, but it’s energizing to be part of the digital transformation of social purpose work,” said Moore. “I’m moved by how you can build a powerful giving community by creating dynamic experiences online and across platforms. The ability to reach younger and more diverse audiences, as well as people who have a true passion and energy for eradicating child poverty, is almost endless. This community cares deeply about changing the story for children.” This Red Nose Day, we will still be in the pandemic, but the Digital Red Nose gives us more opportunities than ever to come together and send a message of hope for children living in poverty. For more information on how to get involved in Red Nose Day, visit RedNoseDay.org.
About Red Nose Day
Red Nose Day USA is a fundraising campaign run by the non-profit organization Comic Relief US, a registered U.S. 501(c)(3). Red Nose Day started in the U.K. in 1988, built on the foundation that the power of entertainment can drive positive change. To date, it has raised over $1 billion globally. Since its US launch in 2015, Red Nose Day has raised over $240 million to positively impact over 25 million children in the US and around the world. Money raised supports programs that ensure the children who need it most are safe, healthy, educated and empowered. For more information about Red Nose Day USA and its impact, visit www.rednoseday.org. Follow @RedNoseDayUSA on Twitter, Instagram and Facebook.