How Red Nose Day Raised $100 Million for Children in Need, in Just 3 Years

Partnerships with brands like Walgreens are key

Taking on a concept as ambitious as ending child poverty is a pretty lofty goal, but when Red Nose Day launched in the U.S. in 2015—30 years after U.K.-based nonprofit Comic Relief’s first biannual Red Nose Day—it landed a few strategic brand partnerships that would later ensure the organization’s massive success in the States. In just three years, the group has raised $100 million to eradicate poverty among children—“one nose at a time.”

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This story first appeared in the May 21, 2018, issue of Adweek magazine. Click here to subscribe.