Renowned across the motor industry, Ben (The Motor and Allied Trades Benevolent fund) provides support for life for its people and their families and has become a driving force in the field of mental health.

Through its Hats on 4 Ben campaign, culminating on World Mental Health Day, Ben encourages all those in the sector to make a donation and wear a hat to work – in a bid to raise vital funds and awareness of mental health issues. We were tasked with revitalising its creative approach to the project.

Our entire solution sought to strike the perfect balance between the light-hearted nature of the day and the gravely serious nature of the subject matter.

We initially developed a campaign ident that is far more automotive focused than its predecessor, reflecting the fact that Ben exists to support the entire automotive industry and underlining this is a hat-related campaign.

Then our chosen routes for Ben’s press advertising and microsite visuals showed people in real life automotive settings going about their daily business but each with a different hat on – in support of our fundraising campaign.

The headlines reflect the image and scenario, are very clearly automotive related and rather than simply raising awareness of the day, they all encourage participation too. These key elements were supplemented by a suite of additional digital, print and promotional materials to drive the campaign across the sector.

The execution was met with universal acclaim by the team at Ben and has now been pushed live across the organisation’s social, digital and media channels. Here’s to major industry engagement and significant funds raised.

It’s a true honour to be appointed by the automotive charity to work on such a meaningful campaign.

"We chose to work with Brookes & Sowerby due their specialist knowledge of the automotive sector and that shone through in the work delivered. Every element of the campaign was so much more representative of our organisation, more relevant for the industry and more accomplished than before. They revamped a campaign and reinvigorated a team."

Carol Keller | Marketing & Communications Director