Great Leaps Forward

INTRODUCTION

Sadly, as they grow older, many veterans lose touch with the RAF family, but through its befriending service, the RAF Association is reaching out to heroes and bringing them back into the fold. Following the success of our previous befriending appeal for the RAF Association, Cherry Tiger were asked to produce a new appeal for 2017 based on the story of Jim Rudkin, one of the last surviving pilots from the crucial Rhine crossing campaign, at the end of WWII.

THE CHALLENGE

We were briefed to produce a compelling appeal pack that conveyed the importance of the befriending service and welfare support the RAF Association provide. We knew that Jim’s inspiring story of bravery in the heat of battle would resonate with the audience, but our challenge was to clearly demonstrate, through the ask, what difference a donation, however large or small, could make to the RAF family.

OUR RESPONSE

From the success of the previous appeal we produced for RAFA, we knew the hero in the case study was crucial to evoking the audience’s emotion. As soon as we read the story of former Glider Pilot Jim Rudkin, it touched our hearts and knew it would have the same effect on our audience. Of equal importance though, are welfare officers like Derek Boxell, who provide the much-needed support, assistance and friendship to our war veterans.

We created a well-structured pack which took the reader on a journey from Jim’s heroism in WWII to the challenges he now faces in old age. We captured the special friendship between Jim and Derek, which epitomises everything the RAF Association strives to provide through its welfare services.

OUR IMPACT

The response was so encouraging that Royal Air Forces Association asked us to repurpose the pack for use as an insert and DM pack for cold audiences.




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MIKE ASHTON