The Drum Awards for Marketing - Extended Deadline

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By The Drum Team, Editorial

October 25, 2010 | 2 min read

St Dunstan's, the charity for blind and partially sighted ex-Service people, has launched its first ever DRTV ad which tells the story of a soldier injured in Afghanistan.

The ad is part of a wider campaign created by Cheltenham agency TDA to recruit new supporters to the charity.

It focuses on Ranger Andy Allen, a young soldier who was injured by an Improvised Explosive Device in Helmand, losing both his legs and the majority of his sight. The ad includes powerful footage from the MOD capturing the moment he was injured.

The campaign also includes direct mail and St Dunstan's hopes to take it viral with an online 'reaction game' highlighting the challenge soldiers face in an explosion.

Henry Cleminson, the European kickboxing champion, and conditioning coach Roger Spry, have been filmed taking the test and are challenging others to beat them.

A bespoke fundraising website has been launched so people can find out more about the campaign and make a donation.

"A mix of online and offline activity gives us the chance to raise levels of engagement with a much broader base of donors,” said David Burrows, partner, fundraising at TDA.

“As the footage of Andy Allen is so dramatic, it’s allowed us to explore how we can use his story in a social media environment, which will help us to fully maximise the reach and impact of the campaign. We have a very powerful story to tell, and we’re confident that its emotive nature will resonate with potential supporters.”

The campaign runs for four weeks over October and November. The DRTV ad will run on stations including Channel 4 South, ITV3, and Vintage TV.

TDA ST Dunstan

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