The campaign is aimed at attracting and engaging both new and existing SSAFA supporters, raising funds and boosting awareness of the services SSAFA offers to servicemen and women and their families. It consists of a new website, communications and marketing materials, merchandise and associated electronic marketing activity.
The services include two new ‘SSAFA Norton Homes’ that enable the families of badly wounded troops to stay nearby whilst their loved ones are being treated and each year, SSAFA also provides welfare, financial and emotional support to more than 50,000 former members of the Armed Forces and their close families.
The campaign’s creative strategy, branding and website was developed by creative consultancy, Figtree who will promote the 125th Anniversary and launch a year of fundraising initiatives and celebrations.
It also promotes the launch of three nationwide fundraising initiatives for the anniversary year ahead; ‘Target125’, where supporters are invited to raise £125 during 2010, ‘The Big SSAFA Quiz’, a series of UK events and online quiz game and finally, ‘The Big Brew Up’ week, a series of international events due to be held between 4-10 October.
SSAFA is the oldest Armed Forces charity in the UK. Figtree has updated its branding to “create a modern look and feel for the SSAFA125 identity by using a crisp and bold capitalized font while celebrating the great heritage of the brand with the use of a smart military insignia as part of the identity.” The SSAFA125 brand strapline is; “SSAFA125. First In, Last Out.”
Athol Hendry, communications and marketing director at SSAFA, says: “Our 125th Anniversary is a fantastic opportunity to remind people of SSAFA’s really important work supporting servicemen and women, past and present. It also allows us to enhance our fundraising activity and thank our volunteers and supporters with events throughout the year. Figtree has done a really great job helping us define our identity for this important anniversary year. They’ve developed a striking brand narrative for SSAFA125 that fits perfectly with our focus for 2010 and the future.”
Simon Myers, managing director at creative consultancy Figtree, adds: “We’ve greatly enjoyed working closely with the SSAFA team to create the communications for their SSAFA125 Campaign. Our aim was to make 2010 a landmark year for the charity and by creating a tighter brand language and communications strategy for them we believe they’re all set for a successful year and a bright future ahead.”