Helping to keep ABF The Soldiers’ Charity on the front line.

ABF The Soldiers’ Charity needed to make sure they were front-of-mind with Army families who find themselves in times of need.


Ensuring that Army families are looked after is very important in the recruitment and retention of Forces personnel – which in turn is crucial to the defence of the nation. The UK Armed Forces Families Strategy 2016-2020 provides guidance for MOD officials in the areas that make up the offer to Service families, and The Soldiers’ Charity needed to ensure that they were conveying a strong message of support in line with the key objectives of The Families Strategy.

We developed a highly compelling and direct campaign headline, strong messaging and emotive imagery designed to reach out to Army families living on bases across the UK. The campaign was made up of posters, information brochures and display banners that were strategically placed on Army bases, to ensure maximum exposure to the target audience. Social media and remarketing was employed to help push the message out further and to build a community of potential Army family beneficiaries.

The result? Army families living on bases across the UK were given a strong reminder that ABF The Soldiers’ Charity cares as much about them as it does their loved ones who are serving in the Forces, and that they are there to help in times of need. And wider digital communications delivered 12,920 engagements across all social media in just two weeks #ArmyFamilyMatters.

Good use of direct communication channels. Strong messaging. All present and accounted for.

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