Case study · Remembrance Sunday 2025

Army Benevolent Fund

Relations Group ran a broadcast PR campaign for Army Benevolent Fund around Remembrance Sunday 2025. A radio day of interviews put their spokesperson on air, securing 15 items of radio coverage with a combined audience of 2.5 million. Highlights included BBC Radio London, BBC Radio Merseyside and BBC Radio Lancashire.

Part of Remembrance Sunday on air →

15Items of coverage

2.5 millionCombined reach

1h 31mTime on air

Coverage highlights

BBC Radio LondonBBC radio
BBC Radio MerseysideBBC radio
BBC Radio LancashireBBC radio
BBC Radio LeedsBBC radio
BBC Radio SheffieldBBC radio
BBC Radio EssexBBC radio
BBC Radio NorfolkBBC radio
BBC Radio Three CountiesBBC radio
BBC Radio NorthamptonBBC radio
BBC Radio SuffolkBBC radio
BBC Radio CambridgeshireBBC radio
BBC Radio WiltshireBBC radio
BBC Radio YorkBBC radio

Listen

BBC Radio London · 12m 21s

0:00 / 12m 21s

BBC Radio Merseyside · 8m 51s

0:00 / 8m 51s

BBC Radio Lancashire · 6m 29s

0:00 / 6m 29s

The story

Army Benevolent Fund, Remembrance Sunday 2025

The aim: Army Benevolent Fund wanted to reinforce its role in national remembrance and drive people to donate, share stories or join events like the Frontline Walk.
The message: We were there then, we're here now, and we'll be here in the future, providing lifetime support to soldiers, veterans and their families.
The angle: For Remembrance 2025, marking 80 years since the end of World War Two, the Army Benevolent Fund planted poppy crosses at Westminster Abbey's Field of Remembrance for the first time, carrying dedications from soldiers, veterans and well-known supporters. The Army's national charity has supported soldiers, veterans and their families since 1944.
On air: Veterans, serving soldiers and supporters of the Army Benevolent Fund
The result: 15 items of coverage reaching 2.5 million, including BBC Radio London, BBC Radio Merseyside, BBC Radio Lancashire, BBC Radio Leeds.

Budget £11,000Delivered £11,350Above budget 3%On air 1h 31mServices interviews, spectrogram

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

£11,000

Coverage delivered

£11,350

Advertising value equivalent (AVE)

£60,265

PR value

£180,796

16:1return on investment: PR value is 16 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 Remembrance Sunday

Remembrance Sunday is held on the second Sunday in November to remember those who died in the two world wars and later conflicts. It is marked with services, parades and a two-minute silence at 11am, with the national ceremony at the Cenotaph in Whitehall. Stations plan their coverage of it in advance, which makes it a strong hook for a broadcast PR campaign.

Planning Remembrance Sunday for 2027?

Remembrance Sunday next falls on Sunday 14 November 2027. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.

Book a call with the team