Honour the past. Protect the future.

Honour the past. Protect the future.

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 RESULTS

The campaign has continued to surpass targets generating 1500 + leads and achieving an excellent CPA of £139.