The campaign focuses on Ranger Andy Allen, a young soldier who was injured by an improvised explosive device in Helmand, Afghanistan, resulting in the loss of both his legs and most of his sight. The campaign follows Allen through his journey, from the moment he was injured, through his rehabilitation to where he is now.
What is happening as part of the campaign?
A TV advert that features footage from the Ministry of Defence of the moment that Ranger Allen was injured will be running on TV channels including Channel 4 South, ITV3 and Vintage TV during the campaign. The video is also featured on a bespoke campaign website.
What else is on the website?
The site also features a ‘reflex test’, which asks people to test how fast their reactions are and compare them with other people. "Quick reactions can save your life - especially if you are a member of the armed forces," its says. Films of Henry Cleminson, the European kickboxing champion, and Roger Spry, one of the top sports conditioning coaches, taking the test appear on the website. Users can then opt to post their scores on their Facebook pages.
The bespoke website also allows people to make donations, leave messages of support and recommend it to friends.
How is the campaign being promoted?
Consumers are being encouraged to visit the bespoke website on direct mailings and in the TV advertisements. Military pages and military historian pages on Facebook are also being used to direct people to the campaign website. Meanwhile, messages are being left on Facebook with people who tend to require quick reactions in their professions, like boxers, sportspeople and martial artists, to encourage them to try the reaction test.
Has there been any agency support?
Direct-to-digital agency TDA devised the campaign.
Third Sector verdict:
The reflex test is a clever way of driving people to the site by giving them something to do. By encouraging them to be competitive by posting the results on Facebook, it will also help to increase the buzz around the campaign. The hard-hitting film also gives the campaign a human aspect that people will be able to engage with.