Purpose-led creative agency, 23red, and the Defence Infrastructure Organisation (DIO), the part of the Ministry of Defence which manages military land, today launch a film to urge the public to stay safe when accessing military training areas.
Featuring the views of regular users of military training areas and soldiers, the hard-hitting film is part of Respect the Range, a public safety campaign to protect the public and soldiers, and limit disruption to military training.
The recent Covid-19 restrictions have made it more likely that people are exploring their local area, including military land, for the first time without understanding the potential dangers. The campaign, which is targeting Salisbury Plain and Aldershot initially before being rolled out further, aims to raise the public’s awareness and understanding of the very real risks to personal safety when using military land.
The film was developed to highlight the dual use of lands as it can shift from tranquil to dangerous by the hour. Targeting mountain bikers, dog walkers and ramblers, the film is encouraging the behaviour of always checking training times and routes before using the land.
Sean Kinmont, Executive Creative Director at 23red said:“The MOD training areas are shared spaces. Our brief was to help protect both the public and the Army from harm and to communicate their shared rights to use the land. The idea of ‘mutual respect’ formed the basis of our creative campaign encouraging everyone to ‘Respect the Range”
Lt Col Charlie Mayo at DIO said:“It was important to us to remind the public that, although the majority of military training areas are shared spaces, these areas can become dangerous in an instant. This campaign highlights the dangers and explains how people can stay safe while still enjoying these unique areas.”
TV personality and avid outdoor walker, Julia Bradbury, also supports the campaign to encourage likeminded people to make sure they check training times before they travel to the military land and to observe safety information including red flags, signs and byelaws while they are there.
Agency contact Amelia Leachman, Account Director
Client name Spencer George, Planning and Strategy Officer
Executive Creative Director Sean Kinmont
Copywriter Ali Omar
Art Director Daryll Arthur
Planner Lily Cameron
Designer Rob Garner and Ryan Mitson
Business Director Sadie Westwood
Account Director Amelia Leachman and Laura Mathews
Senior Account Manager Min Jae Kim
Media agency Manning Gottlieb OMD
Media planner Georgia Newbon
Production company Formidable
Director Jon Dyson
Producer Jade Alexander
Sound Recordist Trevor Moore
Lighting / Camera op Luke Clayden