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.
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.