The campaign’s aim is to raise awareness of the issue of mental health problems that affect servicemen, and also to boost the profile of the charity as it attempts to raise funds to carry on running its three treatment centres.
The charity’s director of fundraising and PR Sian Mexsom is currently formulating a strategy for the campaign, alongside its retained agency The GEM Group.
She said the campaign, which is set to carry on into next year, will include a focus on the Iraq war: ‘This [the war] is not something that is going to go away as an issue. We will continue to see the effects of the situation in years to come, when people leave the services.’
She added: ‘What I want is a very news-based campaign.’
Mexsom joined the charity as its first civilian director of fundraising and PR in January this year, with a brief to boost proactive PR campaigning.