Why have you produced a television advertisement for Gifts in Wills?
Gifts in Wills is our biggest source of income & in order to ensure this continues in the future, it is important that we raise awareness of this way to give to the RAF Benevolent Fund. Almost two thirds of the people we help is only possible because of gifts in Wills.
Why have you chosen to do an animated advertisement rather than use real people?
An animation allows us to tell the story of the RAF family in a unique and engaging way which is entertaining for the viewer. By using animation, we can jump between scenes and show the audience more in 90 seconds, and with a smaller budget, than we could using real people. Animation gives the ad longevity that may not be possible with real people and therefore value for money.
Who do you support?
The RAF Benevolent Fund provides support for former and serving members of the RAF, their partners and dependent children (under 18). We also support RAF Reservists, those who completed National Service and widows and widowers and former members of the Royal Observer Corps.
I watched your advertisement and I want to do something to support you other than by leaving a gift in my Will. What can I do?
Why are some aspects of the advert not 100% true to real life RAF?
Being an animated advert, on occasion it is not 100% accurate. We have tried to keep the advert as close to real life as possible but on a very small number of occasions we have used our creative license for the flow of the story or to clarify the story to non-military viewers. For example, the RAF Regiment soldier only has 'RAF' written on his badge rather than 'RAF Regiment'. This is because 'RAF Regiment' would have been too small and unreadable. After checking with some of our friends from the RAF Regiment we agreed that the priority was highlighting that he was RAF personnel to help non-military viewers understand.
The medals on the older veteran are based on the medals awarded to one of our beneficiaries who flew spitfires in World War 2 and the medals of the young veteran are based on a beneficiary who served with the RAF Regiment and completed at least one tour of Afghanistan.
What was the role of the RAF Regiment in Afghanistan?
The RAF Regiment has been heavily involved in Afghanistan since 2001. They train to specifically protect aircraft, airfields or people and equipment needed to deploy military aircraft.
Why did you choose to make the Tornado pilot female?
We felt that it was reflective of the RAF today. There are female pilots, and indeed there was a full female Tornado crew in Afghanistan so this was appropriate, and an opportunity to raise awareness of the diversity of the Royal Air Force in the 21st Century.
Why are there two voiceovers? Who are they?
The first voiceover is a section of a recording from an actual speech given by Sir Winston Churchill in 1940 regarding the importance of the RAF and the debt the country owed them at that time. It has been re-used in this advert as we feel the sentiment is just as true now as it was then.
The second voiceover is the actor David Morrissey whose voice can express the importance of the cause and our request for support.
How can you justify spending so much on TV advertisements? Shouldn't this money be spent on the welfare of those that turn to you?
Demand for our welfare services continues to grow, and we need to invest in fundraising communications to reach new audiences to tell them about our charity and the work we do.
We receive no regular government funding and rely on the generosity of our supporters to continue to help members of the RAF family in need.