Brief
The Royal Air Force Benevolent Fund (RAFBF) currently supports around 50,000 RAF veterans, serving personnel and their families each year. However, there are a significant number of veterans who don’t think they are entitled to claim, or wouldn’t think they require support from a charity.
Teneo approached Brickwall to support them with the production of creative assets for their new comms campaign, which aimed to find these ‘lost veterans’ and bring them the positive news that the RAFBF was there to support and thank them for their service.
Approach
Teneo and the RAFBF planned a celebratory event to mark the service that the target audience had provided over the last 60 years. Part of this included the ambitious ‘Human Radar’ - a stunning visual set-piece that would see hundreds of volunteers and families coming together at RAF Odiham to launch the campaign in unique style.
With the help of our creative team, several camera crews, a high-altitude drone and good weather, we brought the event to life! We captured the day from every angle and documented it via a series of content that would help elongate the campaign across social media.
Outcomes
The event proved a great success for the RAFBF, with the content we produced reaching audiences far and wide.
As well as ensuring footage appeared the next day on Good Morning Britain, the assets we produced got significant traction across social media. The content reached over 130,000 people, with three quarters of them engaging or watching the content in some form. The power of the content showed through the number of shares and organic performance - with 40,000 views coming without a penny of paid spend.
The content outperformed recent campaigns run by the RAFBF and continues to feature across their channels. It was recently played on the big screen at the RAF Benevolent Fund Awards, in front of a crowd of some of the most senior people in the RAF and it got a great reaction.