The report claimed elderly patients in the North-East were malnourished and cared for by nurses who did not have time to feed them properly. It was picked up by the local press before achieving 215 mentions.
The Red Cross's coverage dropped from July's record of 465 articles, but reports of its evacuation of the Sri Lankan town of Jaffna - in the face of fierce fighting between government troops and Tamil Tiger rebels - scored 385 mentions, ensuring it top place.
Amnesty International moved into the top ten this week after keeping up pressure on the Sudanese government over the spiralling violence in Darfur.
Executive deputy secretary-general Kate Gilmore claimed that government troops were involved in violence against civilians.
The RSPB came fourth after reminding the public that the threat from bird flu still existed despite waning media interest.