The challenge
The Gurkha Welfare Trust (GWT) is the leading UK charity providing aid to Gurkha ex-servicemen and their dependants in Nepal. Through providing financial, medical, and development support to Gurkha families and wider communities, they are determined to help everyone live with the dignity they deserve.
Having worked successfully with GWT on their acquisition programme across inserts, direct mail, press and digital challenges, the team came to us with a new challenge – to launch their first test in direct response TV.
This was an exciting opportunity to introduce new audiences to the charity’s vital work, while respecting the history and sacrifices made by Gurkha soldiers over the years.
We knew there was an extensive range of channels through which we could target the charity’s proudly patriotic supporter profile. Now we needed a creative concept that would bring the Gurkha’s distinguished military record to life, while keeping production costs low.
The debt of honour
The service the Gurkhas have given over the last 200 years is hard to sum up in 40 seconds. But by focussing on the medals they have won in that time – including no less than 13 Victoria Crosses – we conveyed the deep debt of honour we all owe to these extraordinary veterans and their widows. At the same time, powerful design and creative use of post-production techniques made our budget go further by making the most of still images and library footage.
Outcome
The result is a powerful ad that now forms part of the recruitment creative suite, driving new supporters to the GWT.
Related Work
Clients
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