RAAFA is pleased to announce that our Marketing team has been awarded the 2025 AIM WA Pinnacle Award for Marketing Excellence, recognising our national impact in reshaping how Australians understand and value our veteran community.
The award acknowledges RAAFA’s whitepaper, Misunderstood: A Pulse Check on Australian Public Perception of Veterans, which uncovered widespread misconceptions and outdated assumptions about veterans across the country. Using independent YouGov research as its foundation, the campaign delivered a bold, data-led narrative that challenged stereotypes and sparked a more informed public conversation.
Veterans are a highly valued part of the community, and our whitepaper revealed majority of Australians believe the government should be doing more to support them.
Through an integrated national campaign the team reached more than 8 million Australians, driving awareness, empathy and greater understanding. With 124 earned media placements, including features on Sunrise, The West Australian, and The Daily Telegraph, the campaign elevated the voice of veterans and highlighted the importance of supporting their wellbeing, service, and ongoing contribution to community.
RAAFA extends its sincere thanks to AIM WA for this honour — and to the veteran community, whose stories and experiences remain at the heart of everything we do.
View the award-winning report by clicking here.