Case Study: Royal Air Forces Association raises mental wellbeing course sign-ups with IE Brand

Royal Air Forces Association launches 4-person mental wellbeing campaign with IE

The Royal Air Forces Association (RAFA), a charity supporting RAF personnel and their families, faced the challenge of launching and promoting a new series of free mental wellbeing courses. They needed a compelling campaign to gently provoke their audience to recognize mental health struggles, overcome barriers to participation, and drive sign-ups. They engaged the vendor IE Brand to develop the campaign branding, messaging, and visual identity.

IE Brand developed the "Finding It Tough" campaign, creating relatable handwritten stories based on four audience personas to build empathy and demonstrate understanding. The solution used distinctive typography with crossed-out phrases to reveal hidden feelings across postcards, social media, and other assets. Although the pandemic forced courses online, IE Brand's adaptable campaign successfully raised awareness and drove enrollment for RAFA's mental wellbeing programme.

Royal Air Forces Association (rafa)