the magazine spread provides readers with the necessary information about this new gym aimed at injured and disabled ex-forces, encouraging donations to help to make it reality. The title "Pound for Pound" came from the idea that people will be swapping their donations (£) for pounds (lb) in the gym for the users. Increasing their confidence and promoting recovery.
The advert would be published in fitness magazines.
The storyboard solution to this brief wanted to communicate that rehabilitation is not over night, it takes time and effort and with the right facilities catered to their needs it can help them to gain their confidence back and encourage their recovery.
In this TV solution the ex-soldier is running through a combat zone, dodging bullets and calling out to his men. As the scene progresses it soon becomes clear that he is not actually there but is running on a treadmill in the gym, reimagining his time in combat.
Service: Help for Heroes
Proposition: Your money funds gyms to give ex-servicemen and women confidence
