Using the theme that "For some the battle lasts longer than the war", the direct mail pack highlights the fact that the situation in Iraq is a chilling reminder to the nation that British soldiers are still being asked to fight and die in support of freedom and democracy.
The pack goes out following the news of the 34th British serviceman to be killed while serving in Iraq. Paratrooper Andrew Kelly, who was serving with 3 Para, was at just 18 years old the youngest to die when he was killed in a shooting accident. In his last call to his mother, just days before he died, he told her "don't worry about me, mum, Paras always go to heaven".
The campaign underlines the fact that those ready to risk their lives for their country in past campaigns are still facing great hardships and making huge sacrifices. The necessary support, for all those members of the Army family in real need, will continue whatever the outcome of current campaigns.
The Army Benevolent Fund is the Army's national charity, helping thousands of serving and retired soldiers and their families and children, the homeless, the unemployed, the physically disabled, the mentally ill, the elderly and anyone from the "Army Family", who have fallen on hard times through no fault of their own.
The campaign was created by the Caspian Partnership, which profiled existing supporters against a number of lifestyle data sources to better understand their motivations and thus provide a more accurate profile for the campaign.
Given the time-sensitive nature, the whole campaign was conceived, written, designed, printed and mailed to existing supporters and 80,000 targeted "cold names" within four weeks.
Initial results look promising and it is planned that a follow-up campaign will be scheduled later in the year.
For more information, visit The Army Benevolent Fund .
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .