Case Study: RAF Benevolent Fund boosts enquiries and brand awareness with Bray Leino's multi-channel media strategy

RAF Benevolent Fund boosts brand awareness 35% with Bray Leino

The RAF Benevolent Fund, a charity supporting RAF veterans and their families, faced the challenge of increasing beneficiaries and boosting brand awareness for its centenary campaign. The vendor, Bray Leino, developed a multi-channel media strategy to drive enquiries.

Bray Leino's solution involved targeting veterans' emotionally-motivated family and friends through an integrated plan led by TV, supported by regional radio, digital out-of-home, national press, and social media. The strategy was continuously monitored and optimized. This approach surpassed its first-year targets, generating approximately 14,000 enquiries and increasing brand awareness by 35%.

RAF Benevolent Fund