ROYAL AIRFORCE ASSOCIATION

ROYAL AIRFORCE ASSOCIATION.

June 14th, 2022

Brief

To provide strategic support to RAFA’s in-house promotional teams in driving awareness and registrations for a range of fundraising and volunteering initiatives.

Delivery

Our PR and social media teams worked closely with those of RAFA to devise a number of high impact press hooks to raise local awareness across the UK of the association’s Befriender volunteer scheme that aims to solve the issue of loneliness among former service people. Leveraging our extensive press contacts and devising innovative social media content, we were able to generate widespread coverage at the local level and in the process inundate RAFA with volunteer registrations. As another example, we were tasked with attracting entries to the association’s Colour Chaos series of charity fun-runs. Pulling out all the stops through social media and PR, our advertising and promotional work led to a significant uptick in participation and, as a result, funds raised for the charity.

Outcome

We achieved a cumulative circulation of 57,324,622 and a readership of 171,973,866 across a grand total of 195 pieces of national and local coverage between June and August 2018 and contributed directly to 517 new RAFA member registrations, over 4,000 Colour Chaos entries and 84 new befrienders.

Look at these metrics!

Cumulative Circulation

57,324,622

Readership

171,973,866

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