Blesma, for those of you who don’t know, is a charity that works specifically with limbless and blind veterans. Or a bunch of people who have one hell of a sense of humour. They needed awareness. They needed to drive legacy giving. And they wanted to do it a way that was true to their members. With realness. With a sense of humour that did not play into the convention of veteran charity brands painting their members as war heroes. They are ordinary people, doing a job.

We didn’t lean into sadness of legacy. We took a sensitive subject and used distinctiveness, humour and a clear point of view to make it easier to engage with. For Blesma, a much smaller charity competing against far louder players, this delivered disproportionate familiarity and recall.