Following on from our first ‘Reaching Out‘ ad campaign for the RAF Benevolent Fund last year, we were briefed in January to develop it further, this time using TV as our main media. Our key goal was to make the work feel as real as possible, no marketing gloss, just tell it like it is, as we knew this is what our audience would find most emotive.
The objective of the advertising campaign is to encourage former RAF personnel and those who carried out National Service to reach out to the charity and ask for help in a myriad of ways including mobility, care at home costs, respite breaks and home repairs.
The insight being that the ex-military are notoriously bad at asking for help and that due to a sense of pride they can sit in silence and suffer. The advertising is trying to address this and show someone who whilst immensely proud and having achieved so much in her life, wasn’t afraid to ask for help when she really needed it.
The media was bought and planned by our partners RH, and it launches today 24th April and runs in the West Country first before being rolled our across Northern and Eastern regions later in the year.