SSAFA, the military charity, approached us having secured the opportunity to use the hit marching song, Pack Up Your Troubles, to mark the First World War centenary.

We worked with the SSAFA team to shape an integrated PR and marketing project, engaging celebrities and supporters to record the song and video, planning social media activity, and creating and implementing a media relations campaign.

Exclusive packages were developed for media including interviews with the original composer’s grandson and SSAFA beneficiaries. We arranged a photocall in front of Tower Bridge, which was attended by reporters and photographers including the Press Association and Associated Press, with images featuring in national and regional media.

The media relations campaign resulted in 245 pieces of coverage with a reach of almost 34 million. A SSAFA spokesperson was interviewed on BBC Breakfast on launch morning and coverage appeared in national newspapers including the Sunday Telegraph, the Mirror and the Sunday Express. The video was played online 130,667 times in the month after launch, exceeding the target by 500%. It was shared over 14,000 times, prompting 48,779 likes on Facebook and 1,771 re-tweets. The project was shortlisted for a CIM Marketing Excellence Award.

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