As many people lose momentum with New Year’s resolutions by late January, the Relations Group partnered with ABF to reposition this moment as an opportunity to take on a more meaningful challenge. Timed to tap into the “fresh start” mindset, the campaign used powerful broadcast storytelling to drive UK-wide awareness and participation in ABF’s fundraising, challenges and volunteering opportunities. By featuring real-life case studies from serving personnel, veterans and local supporters, we created strong regional relevance and an emotional connection, showing the tangible impact of getting involved. The campaign highlighted that there is an accessible way for everyone to participate—whether through local volunteering or national events—while reinforcing ABF’s vital role in supporting soldiers and veterans for life, ultimately driving sign-ups and enquiries across the UK.