Bravery Trust

The Australian Defence Force Assistance Trust approached Clarity to re-brand their organisation following feedback from their corporate partners that the public had difficulty understanding their name and what it stood for in the market.

We created the new name “Bravery Trust” to elicit a strong emotional connection to those individuals who had served. Complemented by the positioning statement “Supporting those who serve,” our print and TV campaign focused on the challenges faced by returning service personnel. The overarching goal was to heighten awareness for the cause and motivate the public to contribute through donations.