Agency appointed to devise national LGBT veterans’ campaign

MacMartin has been appointed to devise a national campaign to encourage LGBT service personnel who faced discrimination while serving their country to apply for restorative measures.

The creative communication firm was awarded the contract by the Ministry of Defence, which wants to raise awareness of its LGBT Restorative Measures project, which is designed to “help right a historic wrong”.

The MoD has commissioned the campaign as part of its efforts to ensure that as many people who may be eligible for what the project has to offer come forward.

The project consists of two schemes, which offer both financial and non-financial measures to veterans who faced dismissal, discharge or mistreatment due to their sexual orientation or gender identity while serving in HM Armed Forces between 1967 and 2000.

The project relates to the 33 years during which (although it was partly decriminalised in England and Wales in 1967) homosexuality continued to be banned by the Armed Forces, with those suspected of being LGBT often facing criminal investigation or discharge.

The ban was lifted in 2000 and, 23 years later, the Etherton Report laid bare the extent of the damage the ban caused to the lives of LGBT service personnel.

In response, the Government set up the MoD’s £75 million LGBT Financial Recognition Scheme (FRS), which offers a financial recognition payment of up to £50,000, with additional “impact payments” of up to £20,000 also available to anyone impacted by the ban in other ways.

A second scheme, the Non-Financial Restorative Measures Scheme (NFRMS), has also been established to issue alternative measures, such as an individual letter of apology from the Service Chief of Staff, qualification of administrative discharge, restoration of rank and a replacement beret and/or cap badge.

Around 1,500 veterans have applied to the schemes so far, but with the project due to close in December, the MoD wants to make sure that nobody who is eligible misses out and has turned to MacMartin to help.

The agency has now embarked on a comprehensive research programme, which will involve talking to former LGBT service personnel and support organisations including the LGBTQ+ veterans charity Fighting With Pride.

Once this is complete, it will present the MoD with its creative proposal and will then begin rolling out its campaign.

Anna Hutton, co-founder and director of MacMartin, said: “There is no doubt that identifying and encouraging former LGBT service personnel who experienced this unfair treatment to come forward after so many years is a difficult and delicate task.

“It’s certainly a unique and significant challenge for us, but it’s one that we feel privileged to have been asked to take on and are determined to deliver as creatively and effectively as possible.

“Our campaign will be of national importance, because it will offer people who have been unfairly treated the opportunity to access financial recognition and restorative measures as part of the country’s efforts to right a historic wrong.”