Royal Star & Garter - A relative close up of a young army veteran, Stephen, in fatigues holding a rifle while prone looking across the camera lens.

Saying thank you to veterans

Site visits increased by 28% year on year following the campaign

Integrated press and digital campaign

The Royal Star & Garter homes give exceptional specialist care to service veterans and their partners in three wonderful care homes around the country. Since 2017 Cherry Tiger has worked closely with our media agency to deliver a number of fundraising, staff recruitment, occupancy and service advertising campaigns. Our role is to raise awareness, deliver response primarily via driving traffic to the website and help to build their prospect pool and database.

Royal Star and Garter - Black & white photo of an army couple with the words "For his bravery".

Royal Star and Garter - Black & white photo of an pilot in front of a spitfire plane with the words "For our freedom".

Royal Star and Garter - Old war veteran Phillip looking at the camera while wearing his medals with the words "Say thank you to Phillip".

Royal Star and Garter - Old war veteran Phillip looking at the camera while wearing his medals with the words "Help us give him the care he deserves".

Royal Star & Garter - A relative close up of a young army veteran, Stephen, in fatigues holding a rifle while prone looking across the camera lens with the words "For his courage".

An old woman holding a black and white picture of a young soldier with the caption "Some brave men".

Two of their most successful fundraising promotions typically fall around Armed Forces Day in June and Remembrance Day in November. In short press ad, social media and programmatic ad spaces, we needed to create a compelling case for donations on both occasions. Having visited the homes and met some of the veterans, we knew that case studies were one of the best ways to convey the incredible stories of their residents and bring to life the exceptional care Royal Star & Garter homes delivered.

Royal Star & Garter - Postcard with a story showing Stephen in his wheelchair turning to face the camera with the words "Say thank you to Stephen".

Royal Star & Garter - Postcard with a story showing an old man holding a picture of lost friends facing the camera with the words "Some brave men will sadly remain forever young. But not all.".

For Armed Forces Day, we recommended highlighting the stories of both Phillip, an older veteran from WWII and Stephen a veteran of Iraq. We positioned a donation as a simple way to say thank you and pay tribute to their bravery. For remembrance we brought to life a direct mail proposition in press and digital that had already tested well with the target audience.