Blesma is a charity that works specifically with limbless and blind veterans. They needed awareness. They needed to drive legacy giving. And they wanted to do it in a way that was true to their members and their stories and most importantly, 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 the sadness of legacy. We took a sensitive subject combined it with Blesma members’ cracking sense of 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.