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Army Benevolent Fund ‘Out of Action Man’

Agency: Flat Five Creative

Client: Army Benevolent Fund
The Army Benevolent Fund’s (ABF) Current Operations Fund has launched a new appeal campaign to assist the mounting numbers of injured soldiers on current operations in Iraq and Afghanistan.

Running until the end of December, the national press and direct mail campaign features the Hasbro toy Action Man and to date has raised over £750,000 for the ABF’s vital work.

The ‘Out of Action Man’ with the headline – ‘War is not a game of toy soldiers’ to highlight the harsh realities of war faced by our troops.

Outdoor support has included posters at 20 London underground stations with activity top be repeated again in April 2008. The advertising space was donated by Titan Outdoor.
Army Benevolent Fund Director of Central Fundraising and Marketing, Siân Mexsom, said, “We are thrilled by the response we have had to our ‘Out of Action Man’ adverts, the image is very striking and dramatic.

“The campaign has been our most successful to date in terms of generating donations and furthermore we feel it has helped us to reach new audiences and raised the profile of the ABF amongst the general public.”
The ABF is the Army’s national charity and has been supporting soldiers, ex soldiers and their families for over 60 years.

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