We created a Valentine’s Day surprise for Armed Forces families

The challenge

As the longest standing Armed Forces charity in the UK, SSAFA has been providing lifelong support to the Armed Forces and their families since 1885. We were tasked with highlighting the importance of SSAFA and the work it does to support the Armed Forces community.

Our approach

As well as working in a general press office capacity, we worked on campaigns to highlight the charity’s work at key calendar moments. To mark Valentine’s Day, we teamed up with the Royal Navy and Royal Air Force, to create a music video of serving personnel singing a message to their loved ones. Although light-hearted, the video contained a strong message; many military families are separated not just on Valentine’s Day, but all year round.

 The results

In the first days, the video had over 50,000 views. It was shared live on ITV’s Lorraine, on Metro and across several regional broadcast outlets such as BBC South Today and BBC West Live.