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ANDY Awards

Creative Award
New York, United States
Help For Heroes - "40,000 Strong" by ANDY Awards 2020

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Title40,000 Strong
Agency
Campaign 40K Strong
Advertiser Help For Heroes
Brand Help For Heroes
PostedApril 2020
Business Sector Institutional/Public Interest/Non-Profit Org.
Tagline (original language) ACR21, sdg3, phnx, help, donations, military, army, injury, ground, battle
Story In the last 20 years, 40,000 injured soldiers were forced out of the military. Back home they face another battle: rejoining society. Help for Heroes charity rehabilitates and re-skills injured soldiers, but needed more donations. We had to prove the value that veterans bring to society. Inspired by toy soldiers, we created an army. Not holding guns, but armed with technology and tools representing their civilian skills. Every figure purchased was a donation and the average donation doubled. Donations jumped from £3,500 - £132,000 reversing a 4-year decline. We also saw a +36% increase in veterans seeking help.
Media Type Others
Length
AI Description The ad from Help For Heroes, titled "40,000 Strong," highlights the journey of injured veterans readjusting to civilian life. Over the last 20 years, 40,000 soldiers have been forced out of the military due to injury. The ad uses imagery of toy soldiers replaced by 3D-printed figurines, representing the veterans, each equipped with tools or technology denoting new civilian skills. This powerful visual metaphor is designed to inspire pride and showcase that these individuals are more than their military roles—they contribute significantly to society. The campaign features real veterans discussing their struggles and rehabilitation, emphasizing the importance of community support. Contributions through figurine purchases aid in rehabilitation, showing a significant increase in donations and engagement. The message is clear: veterans have much to offer even after serving in the military.
Entrant Company McCann London
Partner Agency McCann Enterprise
Production Eight Engines
Production Facebook
CCO & Co-President Rob Doubal
CCO & Co-President Laurence Thomson
Directory of Copy Mike Oughton
Executive Creative Director Sanjiv Mistry
Executive Creative Director Jamie Mietz
Creative Elliot Lee
Creative Rory Peyton-Jones
Creative Jessica Rees
Creative Nico Laudrup
Creative Elin Enstrom
Planner Rebecca Priest
Planner Emily Parker
Head of Art Dan Howarth
Creative Artworker, Visualiser, Retoucher Angelika Juszczyk
Senior Designer August Campbell
Senior Project Manager Paul Gillespie
Account Manager Hannah Cartwright
Managing Director Jeremy Davis
Director Blake Claridge
Photographer Theo Cohen
Head of Creative Agency Partnerships KJ Weir
Creative Strategist, Facebook Creative Shop Julie Seal
Client Partner Oladoyin Akindude
Fundraising and Marketing Director Beth Miles
Senior Campaigns Manager Lexi Short
Campaigns Marketing Manager Charley Tysler
Head of Marketing Strategy Rebecca Davies
Content Coordinator Claire Riley
Videographer Joe Gower
Head of Public Relations Andy Johnson Creek
Campaigns PR Manager Kirsty Williams
Senior Communications and Public Affairs Manager Robyn Staveley
Communications Manager Rachel MacManus