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Celebrating 125 years of service
SSAFA Forces Help is the oldest charity supporting the Armed Forces. They look after you, and your family, from the day you join for the rest of your life. Towards the end of last year, we won a pitch to help them celebrate their 125th anniversary.
The brief was to create a campaign identity and marketing materials to support the all year event, called SSAFA125. First we needed a campaign message. We found that SSAFA had a tremendous sense of military service rooted in their DNA. This coupled with their age, experience and depth of services means that if you’ve had something to do with the Armed Forces you can really rely on SSAFA for support, no matter how desperate your situation.
We captured this with the line ‘First in, Last out’, a slogan echoing the robust service mentality of the organisation. From here we developed a campaign identity combining their crest a with a few other forgotten parts of the SSAFA identity and the iconic Sergeants stripes emblem. The result was an identity that is both patriotic and in tune with the Services.
To set the charity on their way for the 125 year anniversary we designed logo’s for each of the three national events happening this year. We also developed a microsite to aid the running, organising and marketing of these events. The site allows people to create their own events, and with support from head office, raise support and invite people to participate.
This project involved:
- Brand positioning
- Visual identity
- Communications strategy
- Guidelines
- Website
- Advertising