Case study · Armed Forces Week 2026

Army Benevolent Fund

Relations Group ran a broadcast PR campaign for Army Benevolent Fund around Armed Forces Week 2026. A radio day of interviews put their spokesperson on air, securing 20 items of radio coverage with a combined audience of 3.5 million. Highlights included Heart Four Counties, Heart Norfolk and Heart Essex.

20Items of coverage

3.5 millionCombined reach

1h 48mTime on air

Coverage highlights

Heart Four CountiesCommercial radio
Heart NorfolkCommercial radio
Heart EssexCommercial radio
Heart CambridgeshireCommercial radio
BBC Radio LancashireBBC radio
BBC Radio Three CountiesBBC radio
Heart SuffolkCommercial radio
BBC Radio NorfolkBBC radio
BBC Radio EssexBBC radio
BBC Radio GloucestershireBBC radio
BBC Radio BristolBBC radio
BBC Radio CambridgeshireBBC radio
BBC Radio SuffolkBBC radio
BBC Radio NorthamptonBBC radio
BBC Radio OxfordBBC radio
BBC Radio BerkshireBBC radio
BBC Radio WiltshireBBC radio

Listen

BBC Radio Lancashire · 6m 00s

0:00 / 6m 00s

BBC Radio Bristol · 7m 21s

0:00 / 7m 21s

BBC Radio Oxford · 4m 48s

0:00 / 4m 48s

The story

Army Benevolent Fund, Armed Forces Week 2026

The aim: Army Benevolent Fund wanted to pay tribute to the whole Army community and raise awareness of its lifetime support for soldiers, veterans and their families.
The message: The Army family gives so much, and Armed Forces Week is a chance to show appreciation. Listeners can help by donating, volunteering or sharing the charity's mission.
The angle: For Armed Forces Week, leading up to Armed Forces Day on 27 June, veterans and members of the Army family from across the country shared their own stories. The Army's national charity supported over 80,000 people in 52 countries in the last year and marked the week with local events around the UK.
On air: Veterans and members of the Army family, speaking for the charity
The result: 20 items of coverage reaching 3.5 million, including Heart Four Counties, Heart Norfolk, Heart Essex, Heart Cambridgeshire.

Budget £10,000Delivered £11,350Above budget 14%On air 1h 48mServices interviews

More campaigns for Army Benevolent Fund

Army Benevolent Fund has come back to Relations Group for other broadcast PR campaigns:

What the budget bought

Campaign budget

£10,000

Coverage delivered

£11,350

Advertising value equivalent (AVE)

£42,108

PR value

£126,325

13:1return on investment: PR value is 13 times the campaign budget

Coverage delivered is the value of the items at the Relations Group rate card. AVE is what the same airtime would cost as advertising. PR value is three times the AVE. ROI is PR value divided by the campaign budget.

About Armed Forces Week

Armed Forces Week leads up to Armed Forces Day, which falls on Saturday 26 June 2027, with the national event in Southport. Run by the Ministry of Defence, it honours serving personnel, veterans, cadets and service families. Stations plan their coverage of it in advance, which makes it a strong hook for a broadcast PR campaign.

Planning Armed Forces Week for 2027?

Armed Forces Week 2027 leads up to Armed Forces Day on Saturday 26 June. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.

Book a call with the team