We launched a website that allowed the public to send personal messages to soldiers. Seeded first on ‘Army-friendly’ social networking sites, then launched on national TV and in national press, it featured emotional, hard-hitting testimonies from the people the Army had met and helped, and encouraged the public to log on and show their support.

So far, over 3,000 messages of support have been left. We’ve also seen the biggest ever increase in people ‘seeing the Army in a new light’ (35% vs 23% pre-campaign).