There but not There

Client

Remembered

Capabilities

PR

Date

28/08/2019

We were challenged to launch Remembered, a brand new charity to commemorate the centenary of the end of the First World War.

In response, we developed the ‘There but not There’ fundraising campaign. Our strategy was twofold; first, use the solemnity and power of the iconic ‘Tommy’ in the charity’s logo, as an emotional cue of loss and remembrance to capture the attention of the media.

Second, build a fundraising ‘call to action’ into the heart of the campaign that not only inspired members of the public to buy their own commemorative 10 inch Tommy, but also galvanised local authorities and corporates, encouraging them to buy life sized versions. 

The award winning creative saw ghostly life-sized silhouettes of ‘Tommies’ installed in four key locations across the UK. Each location was chosen because the area had a significant connection to WW1. Hearts Football Club for example had lost seven First Team players during the Battle of the Somme, while the Tower of London had been home to the Poppies in the Tower in 2014.

The Tommies, made by military veterans, toured the country until Armistice Day. Corporates were encouraged to buy life-sized versions while members of the public were able to buy their own 10 inch versions to remember their relatives.

We were challenged to launch Remembered, a brand new charity to commemorate the centenary of the end of the First World War.

In response, we developed the ‘There but not There’ fundraising campaign. Our strategy was twofold; first, use the solemnity and power of the iconic ‘Tommy’ in the charity’s logo, as an emotional cue of loss and remembrance to capture the attention of the media.

Second, build a fundraising ‘call to action’ into the heart of the campaign that not only inspired members of the public to buy their own commemorative 10 inch Tommy, but also galvanised local authorities and corporates, encouraging them to buy life sized versions. 

The award winning creative saw ghostly life-sized silhouettes of ‘Tommies’ installed in four key locations across the UK. Each location was chosen because the area had a significant connection to WW1. Hearts Football Club for example had lost seven First Team players during the Battle of the Somme, while the Tower of London had been home to the Poppies in the Tower in 2014.

The Tommies, made by military veterans, toured the country until Armistice Day. Corporates were encouraged to buy life-sized versions while members of the public were able to buy their own 10 inch versions to remember their relatives.

To maximise broadcast exposure for the campaign, we approached Remembered Patron, General The Lord Dannatt and Birdsong novelist Sebastian Faulks, to front the campaign as spokespeople and leveraged their ‘celebrity’ to hook national media.

We were incredibly proud to deliver 11 pieces of national TV coverage across BBC, ITV, Sky and Channel 4 as well as blanket print and online coverage. Through the online ordering system, we can track – to the minute – when spikes of orders for Tommies were made. 

What our tracking reveals, is that whenever our spokespeople appeared on television, sales soared in the minutes after. The launch campaign achieved blanket news coverage, trended on Twitter and raised over £1.5m for the charity in just two weeks. To date the PR campaign alone has raised over £4 million for military charities.

Share this story
Facebook Twitter Linked In
This was a
PR
Project for Remembered
You may also like
cancel

Our Offices