THE NEED FOR CHANGE
The RAF Benevolent Fund relies heavily on legacies to support its services. To sustain such a crucial source of income, they needed to engage a much wider audience than the core RAF ‘family’ with the idea of leaving a legacy to the Fund.
THE NEW RULES
Appeal to those who may not be directly connected with the RAF, through the pride and gratitude they feel towards those who serve.
A DRTV ad was developed using animation to create drama and ensure campaign longevity, with no reliance on real life case studies. A suite of supporting materials was also created including a legacy information booklet, digital assets and DM packs.
The campaign has continued to surpass targets generating 1500 + leads and achieving an excellent CPA of £139.