Haig Housing are a UK charity dedicated to housing injured ex-service personnel.
Commemorate Haig Housing’s centenary, driving fundraising activities and simultaneously celebrate the Queen as Britain’s longest serving monarch.
In raising awareness of Haig Housing, our strategy was to celebrate the individuals who make up the military through a distinctive photographic-led campaign. We worked closely with renowned portrait photographer Rankin to celebrate the individual stories of courage and often visible consequences of their bravery.
We devised a brand campaign based around the ‘ribbon’ identity, associating it with both the Queen and the accolades of honour she awards to her armed forces. The media campaign culminated in a high profile charity event held at the Tower of London, with powerful stories projected onto its historic walls.
Our awareness campaign resulted in a dramatic increase of traffic to the website and saw them raise over £250,000 on the evening of the charity event itself gaining significant national press and broadcast media coverage including BBC, BBC London, London Live, Evening Standard, Mirror, Mail Online and New York Times.