I helped a charity increase consistency in their fundraising activity. For the RAF Benevolent Fund, donations generally peak around Remembrance Day. So, they wanted to spread donations throughout the year. We needed an idea to capture people’s imagination and grow year after year.

So, I helped create and develop a uniquely British campaign idea – The Great British Sunday Lunch. I wrote all communication pieces from promotional to activation, emails, posters, a welcome pack stuffed with ideas and a ‘how to’ guide. Naturally, while weaving in the stories of the brave men and women donations help.

To make this campaign successful I used creativity and empathy to inspire. Writing a narrative that brings the event to life in such a way, people want to help. The idea is so popular the RAF Benevolent Fund partnered with Shepherd Neame and Arkell’s to roll it out through their pubs. There’s been a significant increase in donations, allowing the charity to do more good work throughout the year.