Digital Campaign of the Week: Army Benevolent Fund

An online video interview with Trooper Stephen Shine, who was severely injured by a roadside bomb in Iraq, is helping the charity to get around the postal strike

Trooper Stephen Shine
Trooper Stephen Shine

What is it?

A video interview with a beneficiary, Trooper Stephen Shine, whose leg was blown off when the tank he was driving was hit by a roadside bomb in Iraq. What sets him apart is that, despite his injuries, Trooper Shine is back on active service, this time in Afghanistan.

The interview is a cornerstone of the charity's annual appeal this month, which highlights how it has seen a 20 per cent increase in requests for help, many of which are from young soldiers.

Shine talks about how the charity gave him a grant to install an easy-access shower, and how the new equipment has improved his life.

Why a video?

"Soldiers' stories don't easily come across on the page or in photos," says Annabelle Fuller, media relations manager at the charity. "Footage brings them to life for our supporters."

How was it promoted?

The video appears prominently on the charity's home page.  An accompanying PR campaign saw the BBC website cover Trooper Shine's story in detail. BBC radio stations, including 5Live and Radio Scotland, interviewed Shine.

Fuller says the video has helped the charity cope with this month's postal strikes, which coincided with its appeal. "We had a problem, so the video helped encourage supporters to donate online," she says.

Third Sector's verdict

A highly topical video, which enhanced the PR campaign by making it simple and inviting for mainstream media websites to host.









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