McCann London

Client: Help For Heroes
Product: Help For Heroes
Title: 40,000 Strong
Media: installation, online & multimedia
Country: UK
Date Of Campaign: 7 October 2019 - 1 March 2020

Background: In the last 20 years, 40,000 injured soldiers have been forced out of the military due to illness and injury. Back home they face another battle: rejoining society. Help for Heroes is a charity that rehabilitates and re-skills injured soldiers, but they needed more donations.

Idea: We had to prove the value that veterans bring to society. Inspired by toy soldiers, we created an army. We scanned and 3D printed real veterans. Not holding guns, but armed with laptops, power tools, sports equipment and more, representing their civilian skills. The installation toured the country and went online as a 360 video. Every figure purchased was a donation. We told the stories of real veterans through videos on Instagram, Facebook and on the Help For Heroes website where the figures were also available to buy.

Results: * Average donation tripled during the campaign* Donations jumped from £3,500 - £132,000 * Reversed a 4 year decline for the charity* +36% increase in veterans seeking help