Getting veterans talking about mental health

Combat Stress#LiberatingLives

This campaign targets potential and existing supporters to raise awareness of military mental health. After launching a new five-year strategy, a refreshed brand and new website, Combat Stress wanted to highlight the direct impact that their support has on beneficiaries.

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Set across social media and traditional press, the campaign is led by a hero film which features 5 veterans in emotional and authentic conversation. Shorter films then focus on each veteran, with assets created specifically for social media, and visuals from the campaign bring together a dedicated landing page to continue the customer journey.

Combat Stress saw a 57% increase in new website users within the first month of launch. Average time spent on the website was 53 seconds above the industry benchmark, and 78% of viewers on this page watched over half way. With just £575 of ad spend, the film reached 935,000 on social media and helped Combat Stress reach new audience demographics.

Compared to their previous digital campaign, the film received 10 x the number of click throughs to their website on Facebook and Twitter, 6 x the number of retweets and 5 x the number of shares. It will now act as a benchmark for future campaigns.