Help for Heroes partnered with ON to help develop a broadcast strategy that would highlight the extent to which veterans and service personnel are impacted by their inaccurate portrayal in films and television – and in particular how story-lines often depict veterans as ‘broken’, angry and unable to fit into society
ON worked closely with the charity to develop research amongst veterans to better understand what impact the false association is having on ex-servicemen and women. Research was also conducted with the general public to gage how likely civilians are to base their perceptions of military veterans on what they see on TV and in film. Armed with a strong line-up of spokespeople including Ross Kemp, JJ Chalmers and case studies – we knew we had all the ingredients to appeal to different audiences.
With so many assets at our disposable, the campaign proved to be a huge success with coverage spanning national & regional TV and radio stations – including ITV1 Good Morning Britain, Times Radio – raising awareness amongst nearly 20 million Britons in the process.