The RAF Benevolent Fund is the leading welfare charity for the RAF, and the heart of the RAF family. Its ‘Great British Sunday Lunch’ was an opportunity to mobilise the charity’s supporters and raise much needed funds.

To launch the fundraiser we tied a media relations campaign to the 75th anniversary of the Battle of Britain. We secured the support of high-profile chefs and celebrities including Rick Stein, Tom Kitchin, Jodie Kidd and Dan Snow, who shared their favourite recipes, Sunday lunch hosting tips and competition prizes, which formed the basis of features in the national media. Regional coverage played a role in encouraging people to take part and the strongest early sign-up stories were placed in local newspapers. There was also a personal invitation from the RAF Benevolent Fund’s Controller, which appeared in the regional media.

With 543 pieces of coverage and a print ‘opportunity to see’ of over 29 million, articles included multiple page spreads in Yours, Top Sante, My Weekly, Vintage Life and The People’s Friend.

We were asked to promote the fundraiser again in its second year. This time, we gathered content and quotes from celebrities including Sir David Jason and the Hairy Bikers and secured the support of national treasure Dame Barbara Windsor, developing a letter to the editor, which went out to regional and national newspapers. Coverage appeared in titles including Waitrose Magazine, Yours, The Lady, Foodies, Best of British, Candis and Choice.

RAF Benevolent Fund