SSAFA, the Armed Forces charity, has launched a new campaign, Requesting Backup, in a bid to boost support for veterans returning to civilian life.
Since 1885 the tri-force military charity has provided wellbeing and welfare support to serving personnel, veterans, and their families. SSAFA is now launching its refreshed brand purpose – to reach and embrace the Armed Forces family, so they never battle alone – in a fully integrated marketing campaign, called ‘Requesting Backup’.
‘Requesting Backup’ is the first campaign of its kind at SSAFA, focusing entirely on the veteran experience and the support that SSAFA provides to veterans when they need support. The campaign seeks to shine a spotlight on the varied challenges they face upon leaving the military, and the difference that meaningful support can make in their lives.
Jonathan Sandall, SSAFA Director of Fundraising, Marketing, and Communications, added:
“SSAFA stands together to ensure that our military community receives the support and care they need. If you or anyone you know are struggling, or would like to know how you can support, please contact SSAFA. We’re here to help for the long haul.”
SSAFA is using real life case studies to bring the challenges veterans face to life. These include the story of Dean Knowles, an Army vet from Northamptonshire.
After 25 years on the frontline, Dean thought his battles were behind him, but his personal ones had just begun. Like many veterans, when he left the forces, he struggled. Once a proud soldier, who was he now?
Bouncing from job to job, adjusting to civilian life was hard. But it wasn’t just the change that Dean struggled with. Flashbacks came thick and fast. Dean’s mental health issues were compounded by tragedy. His beautiful daughter who had been born with Down’s Syndrome needed lifesaving surgery, his brother died, and his marriage crumbled.
At his lowest, Dean spent three years living in a freezing caravan, skipping meals so he could afford to feed his daughter. Everyday felt like a battle until one day he couldn’t fight any longer and tried to end his life. The next day, he contacted SSAFA.
Almost immediately, SSAFA caseworker Gayle got in touch. Together, Dean and Gayle started to rebuild Dean’s life. When Dean found a flat, Gayle arranged for SSAFA to pay the rent deposit so that Dean and his daughter could finally have a family home. She also secured funding for a bed and sofa, helping to settle him in.
Today, Dean is an assistant site manager, having recently been promoted. He said:
“If it wasn’t for Gayle, I’d probably have just got my backpack and lived a homeless life, running away from my problems. But within a couple of months of contacting SSAFA I had everything I could possibly need. My life is completely different now.”
The campaign is live across SSAFA’s website and social media channels, with paid advertising and a media relations campaign taking place in “test regions” of the East Midlands and Glasgow. A radio advert is running across Global radio stations in the regions, with impactful campaign advertisements on display in select railway stations.
To further illustrate the problems veterans often battle alone, a new SSAFA brand video features an acted portrayal of the struggles that veterans can face upon their return to civilian life, and how SSAFA helps to get them back on their feet.
In conjunction with the refreshed messaging, SSAFA will also be running poster advertisements in train stations and public squares throughout the UK, as well as radio ads featuring stories from real beneficiaries. SSAFA have also produced a short video that highlights the struggles that veterans can face upon their return to civilian life, and how SSAFA can support and help them get back on their feet.
To see the video, hear the radio advert and access more case studies, visit the full campaign experience at: ssafa.org.uk/requestingbackup
