40,000 Strong - Help for Heroes
Help for Heroes

Gold

Title of Entry:	40,000 Strong
Brand:	Help for Heroes
Product/Service:	Help for Heroes
Client:	Help for Heroes
Entrant Company:	McCann London
Creative Agency:	McCann London
Creative Director:	Mike Ought, Sanjiv Mistry, Jamie Mietz
Art Director:	Elliot Lee, Rory Peyton Jones, Jessica Rees, Nico Laudrup, Elin Enstrom
Designer:	August Campbell, Angelika Juszczyk, Dan Howarth
Copywriter:	Rory Peyton Jones, Elliot Lee, Jessica Rees, Nico Laudrup, Elin Enstrom
Chief Creative Officer:	Rob Doubal, Laurence Thomson
Sector:	PUBLIC & SOCIAL
Account Manager:	Hannah Cartwright, Paul Gillespie
Date of Release:	2019-10-07
Photographer:	Theo Cohen
Notes:	Problem: In the last 20 years, 40,000 injured soldiers have been forced out of the military due to illness and injury. Back home they face another battle: rejoining society. Help for Heroes is a charity that rehabilitates and re-skills injured soldiers, but they needed more donations. Idea: We had to prove the value that veterans bring to society. Inspired by toy soldiers, we created an army. We scanned and 3D printed real veterans. Not holding guns, but armed with laptops, power tools, sports equipment and more, representing their civilian skills. The installation toured the country and went online as a 360 video. Every figure purchased was a donation. We told the stories of real veterans through videos on Instagram, Facebook and on the Help For Heroes website where the figures were also available to buy. Results: • Instagram following increased 11,000 - 40,700 • Average donation tripled during the campaign • Donations jumped from £3,500 - £132,000 • Reversed a 4 year decline for the charity • +36% increase in veterans seeking help
Other Credits:	Managing Director - Jeremy Davis
Other Credits:	Director - Blake Claridge