RAF Benevolent Fund

Thelma's story

Many ex RAF men and woman actually struggle to make ends meet when they leave the services. The RAF Benevolent Fund are there to help them across a myriad of needs. The problem, is that they are also proud people and don’t like to make a fuss, raise their hands and ask for help. This TV ad was aimed at our veterans. We wanted them to see that they are not alone. That there is help out there.

Our key goal was to make the work feel as real as possible. No marketing gloss just tell it like it is, as we knew this is what our audience would find most emotive and engaging.