The Royal Air Force Benevolent Fund
has launched a digital storytelling campaign to raise awareness of its work and celebrate the achievements of service personnel.
campaign has been created in partnership with creative agency WPN Chameleon’s digital team, Addition
, and invites users to post and share stories of Royal Air Force (RAF) life, either of their own or from their relatives.
Following a soft launch more than 100 stories have now been uploaded.
The campaign coincides with the centenary of the RAF and focuses on displaying stories through an interactive timeline since the RAF was formed in April 1918.
The charity says it has created the campaign as part of efforts to ensure it communicates effectively with the public “in a changing digital landscape."
The campaign is a long-term project to engage both new and existing supporters, including throughout the RAF’s centenary activities this year, the Fund’s centenary in 2019 and the 80th
anniversary of the Battle of Britain in 2020.
The campaign also allows users to upload and share stories via social media.
Using storytelling to inspire supporters
“Storylines reflects how charities need to change the way they engage with both existing and potential supporters,” said Graeme Wallace, Digital Fundraising Specialist at the Fund.
“The platform will continue to evolve to enable long-term, two-way relationships.”
Vicky Reeves, Managing Director of Addition, added: “We created a layered engagement process with stories at the heart of the donation journey.
“This digital storytelling experience for potential and existing supporters provides a platform for inspiration and commemoration.”