British Army’s National Charity Appoints Agency for ‘The Army Family’ Campaign.


The National Charity of the British Army, The Soldiers’ Charity, has announced the appointment of Hunterlodge as its direct marketing agency following a competitive pitch.

The award-winning agency has been tasked with raising awareness of the Charity’s services and its differentiators to other well-known charitable organisations. This will highlight the fundraising need for serving soldiers, veterans and their immediate families, so they have the opportunity to avoid hardship and can enjoy independence with dignity.

Hunterlodge’s creative concept for the new Direct Marketing drive revolves around the theme ‘The Army Family’ and is linked to the proposition that the next battle for soldiers and veterans should not be on home soil. The fundraising pack, which will be circulated to 50,000 prospective donors, comprises of media including letters, inserts, donation forms and business reply envelopes.

Every year, they provide assistance to some 5,000 individuals in need and make grants to over 90 charity partners who deliver help on their behalf. Their work touches the lives of around 80,000 people each year across 55 countries worldwide.

The Soldiers’ Charity provides a lifetime of support to soldiers and veterans from the British Army, and their immediate families, when they are in need. Some key benefits include support with care home fees, training courses and home adaptions.

Grace Akintokun Direct Marketing Executive at The Soldier’s Charity said: "We are excited to work with Hunterlodge, building a new creative working relationship. We are looking forward to seeing the end product of the fantastic campaign they are designing for The Soldiers’ Charity."

Commenting on the win, Rob Hunter, MD Hunterlodge said: “Working with The Soldiers’ Charity on ‘The Army Family’ is an exciting project for Hunterlodge. The main challenges for the charity focus on brand awareness and getting people to understand how they change lives. Our creative team has relished the opportunity to create a more effective, thought-provoking campaign for such a worthy cause.”

Image Credit: ©SSgt Rupert Frere


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