We change hearts & minds, build trust and make more than just content.

Soldiers and officers were often worried that coming forward with mental ill health could limit their career or, worse, lead to a discharge from service. The British Army is an all-encompassing employer, often responsible for where their employees live, eat and spend the majority of their time.

The rate of mental ill health had been climbing and we needed a new approach to communicating the support available. Previous Army mental health content had historically performed below average. We needed to make this work differently, through honesty, lived experience and real partnership.

We needed to achieve two things: demonstrate that the Chain of Command would not penalise seeking support for mental ill health, and show colleagues and soldiers talking about their own experiences, how the Army supported them, and where they are now.

This meant engaging senior leadership, primarily the Army Sergeant Major (the most senior soldier), General Sir Patrick Sanders (Chief of the General Staff), and Colonel Sharon Naysmith (head of OP Smart). We ensured they could speak candidly on the changes underway and their own experiences with mental health.

We also engaged Fill Your Boots, by far the most influential voice online with soldiers. By working with them and using their ability to critically challenge Army output, we built trust with both the creator and their audience. We engaged Army Esports to reach potentially vulnerable soldiers on Discord who might not have their own support networks.

• End-to-end campaign planning, production and delivery in partnership with British Army Comms and BFBS Creative
• Video production and direction from planning to posting — including with a 4-star General, serving Army personnel and key Army influencers
• Influencer outreach and management across Fill Your Boots and Army Esports

• 37 lives directly saved (source: British Army Head of Mental Health Engagement)
• Negative sentiment around mental health provision reduced from 15% to under 1%
• 1,000s of messages to Fill Your Boots expressing thanks and reaching out to Chain of Command for support
• 2M+ total impressions across campaigns
• 20× increase in mental health resource accessing at peak
• Press coverage in The Times, Daily Mail, Forces News and regional papers

• Authentic, unscripted content dramatically outperformed polished messaging — audiences responded most strongly to genuine vulnerability from credible voices
• Stories from real people at every rank were more effective than official announcements
• Fill Your Boots consistently outperformed official Army channels for reach within the target demographic
• Discord and Twitch proved that reaching soldiers in informal, non-institutional spaces dramatically increased engagement with welfare content
• Each channel required tailored content, not repurposed assets
• Trust built steadily across six months of consistent messaging, mental health comms must be continuous, not reactive

For World Sight Day 2025, Orbis UK launched Iris Photography — a new fundraising opportunity where supporters could purchase striking artwork of their own iris, celebrating the importance of sight while raising money for the charity.

We were asked to partner with Orbis UK to develop a creator and content strategy that would amplify the activation and drive engagement across their owned channels and through creators who already reached their target audiences. The campaign needed to capture attention, support Orbis's own social channels, and introduce new audiences to the organisation's work, all around a fixed, immovable moment in the calendar.

Iris Photography provided a naturally compelling visual story, stunning imagery paired with a fascinating process. We worked with Orbis's teams to build creator-led formats that showcased the beauty of the human eye while connecting audiences to Orbis's mission to prevent avoidable blindness.

We developed a range of creator segments, breaking down subject matter experts alongside those who already reached Orbis's target audiences. We built out a clear value exchange, premium assets and risk mitigation to ensure the event ran smoothly and every creator could tell an authentic story.

• Creator and content strategy
• Video and stills production on the day
• Evaluation and impact assessment
• Creator content repurposed as paid advertising assets

• Reaching a 10% engagement rate against a 4% average proves that authentic, creator-led content cuts through digital fatigue
• Focusing on the beauty of the eye made the abstract goal of "preventing blindness" feel personal and urgent to a new generation of donors
• The Iris Photography activation serves as a proof-of-concept for future interactive events — keeping Orbis UK at the forefront of innovative fundraising

• A strong product, but no structured approach to introducing it to the veteran community
• No defined communications strategy to support launch or sustain engagement
• A need to build trust quickly with a sensitive and specific audience
• Only a short delivery window — requiring rapid alignment, content creation and campaign deployment

Our task was to bring everything together, establish VeteranX's own voice, and drive user acquisition in a way that felt authentic and aligned with user needs.

1. Strategic Alignment
We ran workshops with founders and advisors to define the core brand message and value proposition. This allowed us to create a clear communications strategy for launch, identify priority user groups and explore the behavioural drivers influencing engagement, while ensuring alignment with public sector communications standards and safeguarding considerations.

2. Content Development
We produced a full suite of clear, accessible and narrative-driven content: full video production telling VeteranX's story, content tailored to veterans and commercial partners, and social content designed for clarity, trust-building and easy comprehension.

3. Managed Social Campaign
We took full responsibility for VeteranX's social presence, all content planning, creation, posting, community engagement and moderation. We also integrated with partner channels including Fill Your Boots, and veteran community voices such as Johnny Mercer, to create a unified narrative.

• A fully defined communications strategy
• A suite of launch-ready video and written assets
• A coordinated, multi-channel campaign across VeteranX and partner platforms
• A clear, trustworthy brand narrative that resonated with the defence community

• Over 4 million views across VeteranX content
• Average engagement rate of ~10% across all channels
• 4,000 onboarded users with zero advertising spend

• Unified messaging across partners increases credibility and reach
• Plain-English content and transparent storytelling builds trust with niche audiences
• Early strategic alignment reduces risk and accelerates delivery
• Consistent, well-moderated social content is essential for building community confidence

In recent years, the RBL has struggled to engage active service personnel with their support offering — often being seen as a charity exclusively for Veterans of the First and Second World Wars.

To counter this, they briefed Ministry of Defence new recruits about the charity and how it could support them during active service. They came to us to help build that briefing: planning the presentation, developing tactics to engage a younger audience, and producing the assets.

• Three videos featuring senior stakeholders
• Engaging presentation designed to challenge pre-conceptions
• Live crowd polling integration for real-time audience measurement
• On-call strategy meetings and support throughout
• Multi-location production at sensitive defence sites

We began by working out what the RBL engagement team wanted to achieve and how they could measure their impact. They were keen to avoid a typical "death by PowerPoint" presentation, and wanted to challenge existing pre-conceptions serving soldiers had about them.

We settled on a mix of attention-grabbing design, audience interactions, and endorsement from credible sources — to hold attention, land key offerings, and utilise existing trust. Live crowd polling was used to engage audiences and measure initial perception change in real time.

We delivered end-to-end production at multiple locations, filming at sensitive sites including Army Pirbright, HMNB Portsmouth, HMS Victory and Bath University — working with key defence stakeholders including Defence Minister Al Carns, Commanding Officers and serving Olympic Athletes.

Initial follow-up surveys suggest an incredibly positive reception and increased understanding of the RBL's offering among phase 1 recruits.

Balancing an established heritage brand with the need to reach new audiences is a real challenge. We ensured the core principles of the Royal British Legion were respected, while bringing them to life in a format that genuinely resonated with the audience they'd previously struggled to reach.

• Working directly with clients to evolve the brief as requirements develop is central to what we do
• We helped the Legion map their unknown unknowns, then developed the brief with them
• Filming at sensitive MoD locations requires trust, clearance and meticulous coordination