What is it?
The charity has created a series of short videos of people who have links to the British Army, including a mother whose son died in Afghanistan, two former soldiers and the girlfriend of a serving soldier.
The videos are designed to introduce members of what it calls The Army Family to the public. The Soldiers’ Charity app aims to recruit 25,000 more people to this family on Facebook to show support for the soldiers.
How does it work?
The Facebook app invites the public to watch a teaser video and to then join The Army Family by liking the page. From there, they get access to five more videos. Filmed as conversations between two people, the films are intimate portrayals, designed to illustrate how wide-reaching and diverse The Army Family is and to encourage more people to show their support for soldiers.
Viewers are encouraged to like and share the videos and spread the word about the campaign. They can also make a donation to the charity.
Who are in the videos?
Two supporters of The Soldiers’ Charity who feature are Sarah and Emma. Three years ago, Private James Prosser (Sarah’s son and Emma’s brother) was killed in Afghanistan by an improvised explosive device; he was 21 years old and was killed exactly two months into his tour. Sarah and Emma have since been campaigning for soldiers and organising fundraising events to benefit The Soldiers’ Charity in James’s memory. In the video they reminisce about James and Emma talks about her fundraising efforts.
What are the results so far?
Since the launch on Monday, there have been more than 35,000 views of the main campaign video and the charity’s Facebook likes have increased by more than 3,000.
Third Sector verdict:
These simple campaign videos are short and easy to watch, yet they capture the personalities of the subjects brilliantly. In particular, the videos featuring Sarah, Emma and a former soldier, Micky, who lost both his legs, and his wife Jody, are moving to watch.
The Facebook app creates a community where people can come together to talk about loved ones who are fighting or have lost their lives. The community aspect will ensure that awareness of the campaign is spread and the charity will reach a greater audience.