Growing relevance & long-term future
Background
Ben helped the military recovery charity Help for Heroes with their future strategy. They were facing severe challenges in generating support – seeing a marked decline in relevance, income, engagement and press coverage. The challenge was how to maximise their future resources to re-engage donors, partners, beneficiaries and the wider public.
Overall Impact
A new mental health strategy (Hidden Wounds) and Made You Think campaign (In it Together) revamped the charity’s reach and fortunes. They attained second-place ranking in UK Brand Impact and saw a direct 15% increase in income with record public engagement & coverage (80 million views).
What was done:
Innovative Strategy
To address the lack of support and engagement, Ben helped introduce a new service focusing on mental health care, particularly PTSD, called Hidden Wounds to highlight the ongoing needs of soldiers suffering from the mental fatigue of war.
Process
Ben conducted extensive research to understand the root of the core issues affecting the charity and the people it supported, he soon discovered a disconnect between the public perception and the current needs of veterans. He then worked with the charity to trial and scale the rollout of this service using their existing infrastructure.
Conclusion
The transformative changes not only increased public support but also garnered the attention of the Royal Household, further amplifying the charity’s message and assuring the charity’s continued existence.