This post is intended as an overview of a speaker session at our charity event The modern charity: Using video to connect with current and potential supporters, which took place on 14 July 2016.
Louisa Wells, Creative Director at RAW Productions, wanted to use a case study to show how powerful video can be in connecting with, and changing perceptions amongst, current and potential supporters.
The Royal British Legion was founded by veterans after the First World War, to help and support veterans of war in Britain.
But what does a veteran look like to you? Probably something like this:
But the Afghan war was a turning point. There came a sudden and urgent need to:
So today, the people The Royal British Legion support often look more like this:
The Somme is known as the bloodiest battle in history. 1 July 2016 marked its Centenary, and The Royal British Legion wanted to mark the event, and encourage younger audiences to learn and engage with it.
The challenge: Make a 100 year old war resonate with 25-44 year olds today.
Overarching sentiment: “Those people were like me”