The United Kingdom

1

The Issue

The Defence and National Rehabilitation Centre (DNRC) is a new £300m purpose-built rehabilitation site for veterans launched by HRH Prince William. As it built up to launch on the 100th anniversary of the end of the First World War, we were contracted to raise awareness about the event.

2

The Approach

Working hand-in-hand with the Centre and the Prince’s team, we delivered a combination of a traditional PR campaign mixed with a nationwide competition for a new national war poem chosen via a competition judged by luminaries including Stephen Fry and Dan Snow.

3

The Outcome

Media coverage was secured across national newspapers, on TV and BBC radio; and Prince William read out the winning entry at the opening ceremony. Millions of people learning about the new rehabilitation centre, which delighted funders and the centre’s staff and patients alike. A 6-foot tall inscription of the winning poem remains in the centre’s mess hall to this day.

“The DNRC will follow Headley Court in dealing with amputees and complex brain injuries but will be four times the size. As well as gymnasiums and hydrotherapy pools, it will offer cutting edge technology such as 3D printing of prosthetic limbs.”

BBC