Judges’ Award 2025 Silver £15-£50million
Requesting Backup was developed alongside our creative agency partner, MOREVER, to raise awareness of the charity and communicate the breadth of our services for those currently serving in the armed forces and for veterans.
The hero film tells the story of one central character. Through his eyes, we explore the potential realities of military life — both in service and after. The film shows a decade of poignant, personal experiences, while capturing the essence of our mission and demonstrating the many different touchpoints of support that we provide.
The film has become the centrepiece of a fully-integrated brand campaign on our social media channels and is being tested in a handful of regions on railway platforms, radio stations and multiple digital spots, with a view to being rolled out nationally.
It’s a story of resilience that we’re proud to share.
More information can be found at ssafa.org.uk/requestingbackup.
SSAFA, the Armed Forces charity has one aim: to make sure that no-one in the Armed Forces family ever battles alone. It’s a trusted source of support for serving personnel, veterans, and their families in their time of need. In 2023 our trained teams of volunteers and employees helped nearly 54,000 people, including veterans, serving personnel (regulars and reserves) and their families.
Since 1885 SSAFA has provided welfare and wellbeing assistance that is tailored to our Armed Forces community. We know about the unique demands of service life, whether in the UK or overseas, and we continue to meet the demand for support to enable the entire Armed Forces family to thrive, to get through whatever challenges they face. At SSAFA, we understand that behind every uniform is a person. And we are here for that person and their family, any time they need us and in any way they need us because when you request back-up, we answer your call.
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