Fiona Smith, the head of marketing and brand development at the humanitarian organisation, is holding initial conversations with agencies with a view to holding a pitch for the business.
The successful agencies will be briefed to produce a through-the-line campaign to reposition and strengthen the core brand proposition.
It is understood that the British Red Cross wants a quick turnaround on the campaign, with the first activity expected to break by the end of the summer.
The organisation, which is part of the International Red Cross and Red Crescent Movement, the world's largest independent humanitarian organisation, currently works with agencies on a project-by-project basis.
Last year, it ran an advertising push starring the TV presenter Konnie Huq. The online video, by Red Bee Media, promoted World Aids Day.