Today Walking With The Wounded is one of the UK’s leading Armed Forces charities. It funds both the re-training and re-education of wounded servicemen and women with the aim of helping them find long term employment after they have left the Armed Forces.

Back in April 2010 however, Walking With The Wounded was still just a simple yet brilliant idea for a fundraising expedition. Not only did Ed & Simon wish to raise a substantial amount of money, but they also wanted to highlight the extraordinary determination and courage of the wounded.

The idea was at concept stage when Captive Minds became involved. Sponsorship still had to be raised & wounded participants found. There was still the question of whether the military would even allow us to undertake such a venture with servicemen that were still technically ‘in recovery’.

Captive Minds launched the Walking With The Wounded expedition at The Rifles Club with Prince Harry & the team. We delivered the sponsorship pack & attracted two early sponsors. Creating tiered levels of sponsorship, we allowed brands & corporate sponsors to contribute to the project at any level they felt comfortable with.

The Captive team handled interest from television production companies, negotiating & managing the rights with TwoFour, producers of the BBC documentary ‘Harry’s Arctic Heroes.’

During the process we awarded the book publishing rights to Little Brown. We created & negotiated the GQ cover shoot with Prince Harry, the team & David Bailey. The branding of Walking with the Wounded was developed by us, including the expedition website & marcomms materials.

A series of fund-raising events led up to the expedition, organised by Captive Minds, including an incredible farewell dinner at Battersea Power Station with live performances from Duran Duran and Olly Murs.

The team departed in April 2011 & Captive Minds became the centre for all expedition communications.

We managed the departure & welcome home media from the team’s drop-off point in Svarlbard, Norway. Delivering press daily, handling enquires 24/7 from all over the world & undertaking bespoke activity to manage each sponsor’s specific objectives.

Results

Awareness
Captive Minds delivered over £25m of audited coverage for Walking With The Wounded nationally with an estimated £100m worldwide. We also raised a considerable financial sum to finance the expedition by delivering sponsorship, media opportunities and rights sales.

Sponsorship
All sponsors who took part were extremely pleased with the expedition’s success and many instantly pledged their support for the future.

Legacy
Today, as a fully-fledged charity, Walking With The Wounded is providing valuable support to servicemen and women all over the country. We continue to work with Walking with the Wounded to support their expedition planning, fundraising and marketing activity.

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