The document outlines Help for Heroes' 40,000 Strong campaign. The campaign aimed to raise awareness of the 40,000 veterans who have been medically discharged from the military. It featured installations with 40,000 figures across the UK and stories of individual veterans. The campaign was successful in increasing brand awareness and consideration, fundraising over £170,000, and acquiring 2,000 new supporters. It also highlighted the need to review the medical discharge process from the Ministry of Defense. Key learnings included the importance of a value-based donation mechanism for personal connection and fundraising, maximizing earned and owned media channels for greater impact, and how installations benefit local engagement.
27. THANK YOU
Lexi Short
Senior Campaigns Manager
Lexi.Short@helpforheroes.org.uk
Andy Johnson-Creek
Head of PR
Andy.Johnson-Creek@helpforheroes.org.uk