The document outlines Help for Heroes' 40,000 Strong campaign. The campaign aimed to raise awareness of the 40,000 veterans who have been medically discharged from the military. It featured installations with 40,000 figures across the UK and stories of individual veterans. The campaign was successful in increasing brand awareness and consideration, fundraising over £170,000, and acquiring 2,000 new supporters. It also highlighted the need to review the medical discharge process from the Ministry of Defense. Key learnings included the importance of a value-based donation mechanism for personal connection and fundraising, maximizing earned and owned media channels for greater impact, and how installations benefit local engagement.

1. 40,000 STRONG
LEXI SHORT
SENIOR CAMPAIGNS MANAGER
ANDY JOHNSON-CREEK
HEAD OF PR

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5. HIGH BRAND AWARENESS
LOW KNOWLEDGE / RELEVANCE
LOW PERSONAL CONNECTION

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THE CAMPAIGN SHOULD:
Creating a central
creative
hook/mechanism
provides messaging
consistency & helps
improve resonance of
campaign
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Be consistent
& highlight the
role of H4H
With limited budget we
need to be effective in
who we target so we can
have maximum impact.
Effective
targeting
We show our supporters
how they can really make
a difference, both to the
lives of individual service
men and women, and
society as a whole.
Tangible
impact

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BRAND/FUNDRAISING CAMPAIGN OBJECTIVES
Increase brand health
metrics across key
audiences
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Make an
impact
Review the medical
discharge process
MoD /
Government
change
£160,000 direct cash
donations
Drive supporter
acquisition
Make money

8. HOW CAN WE SHOW THE
SCALE OF THE NEED?
HOW CAN WE CUT
THROUGH?

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40,000
MED DISCHARGE CAN BE BAD

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THE CONCEPT
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INDIVIDUAL STORIES
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CREATING THE 40,000 STRONG
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INSTALLATION
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40,000 STRONG
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LAUNCH DAY
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LAUNCH DAY –
BROADCAST & PRINT
19 live or pre rec interviews / segments
20+ nationals and regional clippings
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INTEGRATED MARKETING MIX
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OPTIMISED SOCIAL CONTENT
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SO HOW DID WE DO?
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BRAND IMPACT
We aimed to increase consideration and
intent across our key audience groups:
- We increased consideration by 6.1% at
peak
- We increased intent by 3.4% at peak
- We also increased Index, Trust and
consideration across all audience groups
to our highest in the last 3.5 years
- We reached 46 million people
- Average Engagement rate on social was
2.6% above target
- Acquired 2,000 new supporters (email)
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POLICY CHANGE
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FUNDRAISING THE
FIGURES
Asked for a recommended £5 donation at
installations and online. Key ask across all
channels was to ‘donate to own a figure’
- Total fundraised income to date £170k
- Average donation amount per figure
£8.16, 162% more
- One off donations on top of up to £250
for a figure
- Increase in general donations across
Charity & trading sites, as well as sign
ups to regular and payroll giving through
incentivised sign ups
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FUNDRAISING – THE
MINI-INSTALLATION
Initially planned as a way to keep the story
alive in regions, became a key fundraising
stream and engagement tool in
communities:
- 20 regional events mini-installation
events in total, 16 held so far
- £21k raised in donations through these
events
- Additional engagement benefits saw
Veterans coming forward for support,
Volunteer sign up, local partnership
opportunities
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KEY LEARNINGS
Value-based donation
mechanism at the heart
of creative and
campaign lead to
stronger personal
connection and better
fundraising
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1
Maximising
earned/owned channels
alongside our small paid
activity increased the
impact & resonance of
the campaign across all
supporter groups – not
just target!
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National charity at a
local level – the hidden
benefits of installations
for engagement…
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27. THANK YOU
Lexi Short
Senior Campaigns Manager
Lexi.Short@helpforheroes.org.uk
Andy Johnson-Creek
Head of PR
Andy.Johnson-Creek@helpforheroes.org.uk