Driving awareness with award winning creative...
The campaign was voted winner of the Admedia Creative Awards ‘Campaign of the Quarter’ beating off competition from Betfair, Microsoft, Shelter and TFL (Transport For London).
With nearly 15% of Britain’s lorry drivers having once served in the Armed Forces, we targeted these individuals through Motorway Service Areas including advertising on petrol pumps, service station washroom posters with tear offs, national press ads and outdoor advertising.
To promote SSAFA’s charitable service to ex-servicemen nationwide which includes support, advice and help settling into civilian life.
Admedia judges commented:
The SSAFA creative lent itself perfectly to the Motorway Service Area environment with the depiction of the soldier in forces uniform from the 1980’s to attract people in their forties and fifties. The question called out to individuals who may be ex-servicemen and the use of the black and white image ensured that the creative had an ‘official’ and serious look to it.