75TH ANNIVERSARY

ABF THE SOLDIERS CHARITY

ABF is the national charity of the British Army. Founded just before the end of WW2, its mission is to help and support soldiers, veterans and their immediate families, for life. 2019 was the charity’s 75th Anniversary year. How could it celebrate this important milestone as well as raise much-needed funds for the Army family?
Purpose
We needed to create something that was not only memorable, emotive and engaging about the past, but that also highlighted the need to give money today.
So we created the ‘D-Day to Today’ campaign.

To bring the idea to life, we featured Joseph Connor, a veteran of the D-Day landings from 75 years before. Joseph not only told his amazing story but also highlighted everything the charity has done for D-Day veterans over the years and about the ongoing need today. We then featured the story of Corporal Andy Reid, who was severely injured in the more recent conflict in Afghanistan and who highlighted the need to support veterans from these more recent operations.

To give the DM pack extra gravitas, we got Lieutenant General Philip Jones, a very senior figure in the Army to write a personal letter to our supporters.

And we also included a visual timeline of the charity, from its beginnings in 1944 right up to the present day. Our purpose, to celebrate 75 years and to show donating to the charity is just as needed today as it was then, was achieved.

Performance
The 75th Anniversary campaign outperformed all its targets.
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