ABF The Soldiers' Charity

The national charity of the British Army has launched a digital campaign to encourage the public to show their appreciation for soldiers

ABF The Soldiers' Charity campaign
ABF The Soldiers' Charity campaign
What is it?

The Thanks, Soldier campaign is the charity’s first major online initiative and was launched earlier this month. Throughout December, the charity is asking its supporters and followers on Facebook and Twitter to show Britain’s soldiers how much they care.

What do they have to do?

The charity has teamed up with digital engagement agency Nonsense to develop the campaign, which asks members of the public to add their Facebook profile pictures to a Union Jack flag on a specially created microsite. As the flag grows through the month, people can search for themselves and their friends and, at the climax of the campaign on New Year’s Eve, will eventually see their faces projected onto one of Britain’s most famous landmarks – the white cliffs of Dover.

Are celebrities on board?

Fern Britton, Joanna Lumley, Gary Lineker, Ben Shephard and Kate Humble have already added their photos.

Why is the charity doing it?

Stephen Steele, digital communications manager at the charity, said: "Our digital Thanks Soldier campaign is new territory for the charity and shows how much the brand has grown. We hope we can increase awareness of the great work we do and at the same time show our appreciation to all servicemen and women, especially to those who are away from their families at this time of the year."

What are the results so far?

The campaign appeared in the Sunday Mirror, which led to a big leap in the number of people taking part. The number of faces on the flag doubled from just over a thousand to more than 2,200. The charity’s ‘likes’ on Facebook leapt from just over 9,000 to 15,500. 

Third Sector verdict:

This simple but engaging concept is already proving popular with the public. Asking supporters to upload their photos makes them a visible part of the campaign. The ultimate draw, though, is the once-in-a-lifetime opportunity to have their faces on the cliffs in Dover.

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