RSL Queensland is set to launch its latest campaign “Shoulder to Should, always” via indie agency Rumble Creative.
“Shoulder to shoulder, always” repositions the organisation’s brand to better reflect RSL Queensland’s driving purpose – to help veterans achieve their life goals beyond service.
The campaign centrepiece is a 45-second cinema commercial that unites two real-life veterans: 88-year-old veteran Phillip Cawthan with naval veteran Claire Baldwin.
RSL Queensland general manager operations Scott Denner said the campaign highlighted the organisation’s commitment to supporting current and former service people.
Denner said: “RSL Queensland is more than 100 years old but, as ‘Shoulder to shoulder, always’ demonstrates, we remain as relevant as ever.
“This major brand repositioning and strategy overhaul shines a light on today’s RSL Queensland as an active and progressive organisation providing effective solutions for veterans and their families.”
He said it was critical to bring a sense of authenticity to the commercial.
“We wanted our defence family to recognise themselves in the characters onscreen, so it was important to us not to use civilian actors.
“We’re very proud to say that every single actor on screen – whether one of the central characters or an extra – is a veteran.
Rumble Creative partner Nancy Hartley said the cross-generational story told in the commercial was simple, but emotive.
She said: “Through our work with RSL Queensland, we’ve come to comprehend the importance and magnitude of the services and connections the organisation provides,
“Be it emotional and physical wellbeing, employment and education, DVA claims, or pure mateship, it’s a supportive network that is almost 35,000-strong, and helping every veteran stay that way.
“Shoulder to shoulder, always.”
The campaign will launch in cinemas, TV and online from Sunday 24 March 2019.