Search and Rescue for the RAF Benevolent Fund.

How do you reach out to thousands of ex RAF personnel who don’t know they are eligible for support in times of need – without knowing who or where they are?


When the RAFBF came to us with the ultimate Search and Rescue brief, we leapt into action – identifying potential geographical targets, drawing up plans for local advertising on a national scale focused around major RAF air bases, and creating a powerful proposition statement to hammer home the ‘support for life’ message.

We produced an engaging welfare campaign and compelling case studies designed to convey the spectrum of care available, regardless of rank, age or time served. The campaign was so successful – A 600% increase on previous campaigns – that it led to an internal restructuring and change of strategy in order for RAFBF to meet the consumer demand for service delivery.

Over the following 6 years we worked closely with the Fundraising, Marketing and Communications teams to help raise awareness and funds for the charity. During our tenure we designed the Annual Report and Accounts and Annual Review every year, and carried out many photographic missions across the UK to capture compelling imagery for the charity to use in its welfare and Fundraising campaigns.

These included a fundraising initiative that we branded Airplay which set out to raise funds for the development of children’s play areas in air bases across the UK, and a fundraising poster campaign designed to compel serving RAF personnel to contribute to a ‘payroll giving’ scheme, by evoking a feeling of comradeship and responsibility.

Awareness increased. Welfare provided. Funds raised. Mission accomplished.

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